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Movie marketing techniques have been getting very innovative over the years and we see varied techniques used in the promotion and marketing of a film. Usually, the major stars of the movie take the lead in promoting the film through road shows and some merchandise launches. Some of them succeed tremendously while some others fail. But the important aspect from the marketer’s perspective is that through such promotional efforts, the movie at least gets noticed and talked about. In many cases, that seems to be the only objective behind such promotions.
The promotional efforts for the much hyped second episode of the Twilight chronicle, ‘New Moon’ are already under way and one would imagine that the stars involved would be the lead players, which in this case would be Robert Pattinson and Kristin Stewart. However, that is not happening here and in this instance, the promotional hero is the Swedish car brand Volvo, which also happens to be the official mascot for the movie. VOLVO is doing everything it can to provide full publicity to the other ‘heroes’ in the movie – the Volvo C30 and the XC60. These cars appear in the trailers that are being shown of the movie.

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