The Hobbit: The Desolation of Smaug - Using the internet to promote a movie release in the UK

EXAMPLE 1

What is it? (e.g. newspaper article, a competition, an event, etc.)
Competition to win a holiday to New Zealand - 7 night stay with activities e.g. film location tours, etc.

What is the source? 
ODEON cinema

Is it an above the line or below the line example?
Above the line because they had to pay for the prize

Who is it attempting to reach?
Specifically Hobbit fans - they are the ones who would enter
More a campaign so they will buy tickets to see it at the Odeon rather than another cinema e.g. Vue or Cineworld

In what way is it a valuable marketing opportunity?
Encourages fans to see the film at the Odeon rather than anywhere else so the cinema makes money
Gives the fans an opportunity to be involved with the film
Of course dedicated Hobbit and LOTR fans would want to visit the location of Middle Earth
They enter simply by booking tickets online - easy and accessible
No extra costs for fans since all they have to pay for is a ticket, which they would do anyway


EXAMPLE 2

What is it? (e.g. newspaper article, a competition, an event, etc.)
Article on the Hobbit's official blog - "Ed Sheeran on working with Peter Jackson"

What is the source? 
The Hobbit's official blog - link is on the official website

Is it an above the line or below the line example?
Below the line

Who is it attempting to reach?
Hobbit fans (they see this via Hobbit blog), people who want to find out more about the film (blog/wesbite)
Ed Sheeran fans
Music fans in general (discussing the soundtrack)

In what way is it a valuable marketing opportunity?
Ed Sheeran has a big fanbase - they will be attracted to this as well as Hobbit fans and so will be more interested in seeing the film
Synergy: website --> blog
Non-linear
Free


EXAMPLE 3

What is it? (e.g. newspaper article, a competition, an event, etc.)
Feature article shown on The Hobbit's official blog

What is the source? 
The Hobbit's official blog
Article: Empire Magazine

Is it an above the line or below the line example?
On the blog: below the line
Magazine: above the line

Who is it attempting to reach?
Hobbit fans - it is shown on the official blog, which fans would be most likely to see
People interested in finding more about the film, looking on the blog
Empire Magazine: FILM FANS

In what way is it a valuable marketing opportunity?
Empire Magazine targets film fans in general - The Hobbit on the cover makes it very noticeable - it is being shown as a big movie
Synergy: Empire Magazine --> blog

Hobbit fans who wouldn't necessarily buy film magazines like Empire are shown the article anyway, for free, instant and accessible