Film industry is one of the oldest accustomed to living by the rule of word of mouth.
Or Viral marketing as we can call it now.
I am not sure all of my fellow dot come and gone have understood totally what it takes to entertain the customer that wants to buy film entertainment.
I would not claim to be sole bearer of a solid truth, at least as solid as the odd statements like "b2c is dead", "don't invest in content" etc...
I only regret that a few of us have made too much noisy, costly experiences with wrong timing.
In fact entertainment in the old economy, working for majors, taught me a few marketing rules that I wish I saw more around the web.
Rules?: No rules: it is artisan craftmanship work.
Move: go for instinct first, rationale second
It is about desire, about impatience, about fulfilling (surpassing) what you have promised, about whisperings in one single ear.
Put the right words in the right mouths! ouchhh
And listen to the buzz spreading your viral positionning statement to niche audiences!
Now, instinct and anticipation about the film buyer tastes is something you develop in the area of around 3000 marketing cases: what launch strategy had what box office results, short medium long term (i.e. various media...)
I know it takes a few years I went there :)
Adapt the message to the medium not the contrary.