The movie business is about a lot more than what appears on screen. Movies take months - years in some cases - to shoot, but a lot of work gets done beforehand in matters such as arranging finance, locations and assembling crew and cast. And what happens afterwards can be critical to the success or failure of a film: the efforts of the marketing side of the industry in making people aware of a new movie and getting them through cinema doors have become increasingly sophisticated and now involve their own elements of storytelling.
Movie marketing used to be primarily...