I probably shouldn’t do this, but I can’t really expand on how the movie industry is marketing films. So I quote in it’s entirety from mircea over at Werkernet. I think you could make the case that this is happening in other industries as well.
“* make a myspace page about the movie
* blog about the production
* make an entry of the movie in Wikipedia
* put all trailers / film-extracts on YouTube
* tag some of the contents with Technorati etc.
In brief: make it cult-flick, before it’s actually cult.”