Quality - or lack thereof - can only take a movie so far, and without a potent marketing campaign, even the best film will struggle to make a dent with audiences.
And so it's little surprise that studios will often resort to unconventional, attention-grabbing techniques to get eyes on their movies, resorting to blatant publicity stunts, shameless mud-slinging at other movies, and getting dementedly creative simply to light up social media chatter.
With more movies than ever being released every year, capturing a slice of the audience "mindshare" has never been more difficult, and so it follows that studios have had to let their freak flag fly in order to stand out in a sea of movies competing for the same piece of the pie.
These 10 films, from major critical and commercial successes to unfathomable duds, all resorted to the most unconventional means to promote themselves.
In some cases the bold strategy paid off tremendously with box office glory, while in others it sadly did little to bring audiences to the cinema...
Stay at home dad who spends as much time teaching his kids the merits of Martin Scorsese as possible (against the missus' wishes).
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