Superman returns in 2006. And Warner Brothers has employed a number of online tools to promote the new film. From the main website you get to all the subsites:
So there is a lot of stuff on the web for people to get engaged with.
And, as a sidenote: that they are also doing TV commercials for this Movie is a bit pointless, says AdJab, however in a different context.
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It’d be great to see more movie promotions connecting with the blogosphere, the way some book publishers are doing it. Mainstream marketing is so expensive compared to word of mouse.
I absolutely agree. And I also believe this will increase in the future. Because, as you said, traditional marketing/advertising is too expensive.
We can see quite a lot of this happening in other industries already…