Using the internet to promote a movie release in the UK

Case Study: The Hobbit (D of S)

Example 1:
What is it?  Article about new TV spot
What is the source? NME.com
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Who is it attempting to reach? 16-24 year old fans of music & film
In what way is it a valuable marketing opportunity? short form content, reaches different audience, synergistic with/promotes TV spot

Example 2:
What is it?  Production Diary
What is the source? The Hobbit website
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Who is it attempting to reach? Fans of the previous film/genre/LOTR/Peter Jackson
In what way is it a valuable marketing opportunity? Interactive, direct reach

Example 3:
What is it?  Competition to win a holiday to New Zealand
What is the source? Cineworld website
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Who is it attempting to reach? Film fans, fans of The Hobbit, teens & families
In what way is it a valuable marketing opportunity?

Case Study: Kill Your Darlings

Example 1:
What is it? Newspaper article
What is the source? Mail Online
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Who is it attempting to reach? Middle & lower class adults, largely female
In what way is it a valuable marketing opportunity? Direct reach to Mail readers with opportunity for sharing and reaching larger audiences

Example 2:
What is it?  Newspaper article
What is the source? Mirror Online
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Who is it attempting to reach? Less educated people looking for light hearted approach
In what way is it a valuable marketing opportunity? Informs & entertain, increase reach

Example 3:
What is it?  Review
What is the source? Screenrush UK website
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Who is it attempting to reach? Film fans
In what way is it a valuable marketing opportunity? Direct reach to film fans, reliable source of promotion for fans to read and take advice from