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Film promotion is the practice of promotion specifically in the film industry. As with all business it is an important part of any release because of the inherent high financial risk; film studios will invest in expensive marketing campaigns to maximize revenue early in the release cycle. Marketing budgets tend to equal anywhere between half or three times the production budget. Publicity is generally handled by the distributor and exhibitors.
Viral marketing: free distribution of trailers on movie-oriented websites and video user-generated-content websites, and rapid dissemination of links to this content by email and blogs. Includes alleged leakage of supposed "rushes" and "early trailers" of film scenes. Sometimes, the efforts go further such as in the lead time to the successful premiere of the film, The Muppets which was preceded by several original film shorts on YouTube over a number of years while the film was in production.
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