Films marketed with viral movie campaigns
3 November 2011 Last updated at 06:36 GMT
To create a buzz among movie-goers, those marketing films have been increasingly turning to new methods.
Hoax homemade videos created by a two-man, New York based marketing team known as Thinkmodo have been creating products that often go viral on social media sites.
Some news outlets have unwittingly reported these hoaxes as true events.
Talking Movies' Tom Brook reports.
Talking Movies is broadcast on BBC World News on Saturday at 13:30 GMT and is repeated on Sunday at 00:30, 07:30 and 20:30 GMT.