There's two kinds of advertising in film - above the line and below the line. Above the line consists of adverts that you are made to see such as movie trailers at a cinema, and billboards that you see on the street. Below the line promotion is a different type of advertising that you either come upon by chance or look for, such as social networking sites, websites and viral marketing, which is where information is passed on from perosn to person.
Different marketing strategies are used by different film companies - for example, Hollywood have recently made a film called 2012 and are advertising it at the moment. Building-sized billboards are being put up all over New York as part of the advertising campaign, the indication is that they are trying to build up some kind of hysteria, to increase viral marketing and make the film a 'must-see'. The budget for the movie '2012' was 200 million.
The movie “a serious man” had a budget for $7,000,000 which is essentially seen in the film industry as a low budget film. The marketing for the film used a below the line promotion scheme, an example of this is when they had their premier which was in an independent cinema, whereas a Hollywood film like “2012” had a great amount of money to work with.
'Bunny and the Bull' is a debut film made by Paul King, the producer of the popular cult tv comedy "The Mighty Boosh" he released a clip on the internet to advertise the program, featuring Boosh star Julian Barrett drinking dog milk. This increased Viral marketing as it is shocking but also increased profile as it is done by someone already famous.
Generally a Hollywood movie will use the above the line promotion scheme as it can be viewed by a large audience, even if consumers whish not to view the adverts it will still get recognition on a large scale, whereas a low budget film will seek to use below the line promotion to adapt to their budget and usually needs to be searched for by the consumer instead of stumbling upon it.
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