Guardian
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Marketing a film in the digital age can be tricky to get right. There's perpetual tug of war between fans who want to find out about the film before its release and the film companies who want to protect their project; at the same time, film-makers also want to promote and create excitement about their films by giving the fans snippets of what they want. But consider this: in a situation where the fans think they have won the tug of war by extracting snippets of new information about a particular film, it could be that the film company marketing gurus have simply let go of the rope.
