Merchandise - especially for children's films, bags might be made, toys made and sold. One of the most effective toy strategies in recent years has been to make toys that are sold in Mcdonalds happy meals.
Viral Marketing - This uses word-of-mouth to get people talking about the film, making it a 'must-see' you can do this in many different ways, one of the most effective ways being to scare or shock people. An effective example of this is the video the government made recently to warn against teenage pregnancy:
Synergy Marketing - This is where a company uses another company's success to market it's product. Walt Disney first invented this by allowing many other companies to use Mickey Mouse in it's products:
Product Placement: this is when a company puts it's logos and products into a film to advertise it: Good examples of this are the Aston Martin and Rolex products James Bond uses in his films.
Working Title Films have produced 'Bridget Jones' Diary' and 'The Boat That Rocked'
'Bridget Jones' Diary' uses synergy marketing- the company who produced it, Vision Video Limited, appointed New Media Maze to promote the film for them. They used competition prizes and merchandise, and advertised it a lot on the internet, also trying to filter it through to viral marketing. They use a lot of above the line advertising for this.
'The Boat That Rocked' also use merchandise - they manufactured an old fashioned radio used during the era the film was set and updated it to become digital, with a tag saying 'the boat that rocked' on it. The film also used a well-publicised soundtrack,as the movie is based around music.
When compared to a Hollywood Blockbuster such as Casino Royale, though, both films seem below the line. Casino Royale used billboards, movie trailers at cinemas and on television, a large premier, and a prolific soundtrack. They also used Movie stars such as Daniel Craig and Judi Dench to further raise the film's profile.
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