Above the line- This means that the advertising for the film is given to you, and you don't have to go looking for it. e.g trailers, posters and billboards etc.
Below the line- This means that you have to go looking for the advertising for the film. e.g viral marketing, clips on youtube or podcasts.
Film adverstising strategies:
2012- Marketers have created some fake websites and facebook pages based on the legend thats in the film, also there are reviews, adverts, film posters.
The Men Who Stares At Goats- T.V adverts, trailers, film posters, reviews.
Bunny And The Bull- Websites, hyperlinks, clips on youtube, reviews.
The average film spends about £34.4 million on advertising, although some have spent more than £100 million so that they get maximum exposure, and more people will watch the film.
"Four Weddings A Funeral" was promoted by Working Title through a technique called "Platforming". This means that the film was only opened in a couple of cimemas (New York and Los Angeles), and then they built the advertising on word-of-mouth so more and more people would hear about the film and watch it.
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