Using the Internet to promote a movei relesase in the UK - The Hobbit: DoS

What is it: Facebook Page
Source: Facebook.com
Above or below the line: Below the line
Who it reaches: Teens, active fans of the Hobbit
Value: Free, unlimited audience, wide outreach

What is it: Competition
Source: ODEON
Above or below the line: Above the line
Who it reaches: Loyal ODEON fans, 18+ year olds
Value: Strong incentive for audience - holiday to NZ, utilises present ODEON fans, older audience

What is it: Article on new character posters
Source: Spinoff.com
Above or below the line: Below the line
Who it reaches: People interested in characters from trilogy, devoted website users
Value: Mutually beneficial for website and film, free, unlimited audience