There have been four big screen, live-action incarnations of the Joker in the last three decades, and each first look has provoked a different response — and each seemingly more divisive among fandom than the last.

The first look at Joaquin Phoenix in full clown makeup in Todd Phillips’ standalone Joker movie is only the latest example of that, and will almost certainly not be the last.

The respective first looks at the Jokers played by Jack Nicholson, Heath Ledger, Jared Leto, and now Joaquin Phoenix were released in different ways depending on the media of their time. Nicholson’s debuted in traditional print media, Ledger’s was revealed via viral marketing, while both Leto and Phoenix’s debuted via social media.

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