Promotion Strategies

Above The Line marketing is marketing on a grader scale e.g trailers, bilboards and posters in magazines, on television and on the radio. These are ways of marketing that let you know about the film without you purposely going to find out about it. A film that uses these Above The Line methods is Star Wars, a very successful and big budget film.
Below The Line marketing is marking on a smaller scale e.g viral marketing, websites and youtube. With these methods, you have to take it upon yourself to find out about the film, for example you'd have to access a website yourself.

2012- budget: $200 million - $4 million spent on advertising
The Men Who Stare At Goats- budget: £25 million
Bunny & The Bull- budget: less than £10 million

The internet is a huge and successful way of promoting film release. Paramount's marketing executive used eventful.com to have movie-goers demand that new film 'Paranormal Activity' play in their local town. The town with the most votes would win a booking and if the film scored one million votes, then the film would be released nationwide, so the film release was decided by the public. These days, more marketing producers are finding more adventurous ways of promoting their film instead of just hard-selling methods on audiences.