From Andy McSmith of The Independent:

Not so long ago, possession of the sharpest trailer or the biggest array of bankable talent might have all but guaranteed box office success; but this summer, the marketing campaigns for films such as Harry Potter and the Deathly Hallows, Scott Pilgrim vs the World and Christopher Nolan’s Inception are having to become ever more innovative in a bid to generate the word of mouth, or should that be word of mouse, required to make their summer a success.

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Scott Pilgrim vs the World

A cult title, the campaign to promote the August release of Scott Pilgrim vs the World has used social networks to tailor its marketing for individual demographics, sculpting different materials for avid fans from those designed for relative newcomers. There has also been a significant transmedia effort with downloadable games, interactive widgets, comics, on-set blogs and YouTube videos.

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