'The Hobbit: The Desolation of Smaug' Online Marketing

As opposed to 'Kill Your Darlings', which is an independent film with a small budget, 'The Hobbit: The Desolation of Smaug' is a Hollywood film, which has a huge budget, which gives it the ability to spend large amounts of money on the marketing of the film.

1. This is an example of above the line marketing and so the film company would have payed money in order to set up their own website for the release of the film. This would be targeted at the fans of the previous film in the franchise and also of 'The Lord of the Rings' and it is also a place in which online advertisement can refer people to, such as a trailer with a link to the website.

2. This is yet another example of above the line marketing: the company would pay for the edit of this official trailer, which is a useful tool for enticing many different people of many different parts of society. It would not just be limited to the tech-savvy members of society who have the ability to access the internet, but would also be released on television in order to promote the film release as much as possible.

3. This is an example of below the line marketing. It is from a newspaper in New Zealand which would promote the release of the newest film of a successful film franchise in order to spark their reader's interest. Promoting something which is well-known and has a large fan base would be likely to increase their own views. However, the use of an interview is a way of promoting their film in a cheaper manner.