Many movies, to compete in a very competitive market, market their films in ways that go beyond the traditional.  For instance, for 2010’s “Tron: Legacy” the makers of the film had a campaign that led the inquisitive to FlynnLives.com and as a reward let them see a light cycle before the general public.

I don’t want to imply that “Tron: Legacy” is the only film that has used viral marketing because movies from “The Dark Knight Rises” to “The Amazing Spider-Man” and many others have also used them.

Done correctly, they can help make the difference between a movie being a success, or a failure.

Guillermo Del Toro’s “Pacific Rim” is also following this route.  So far, a faux news bulletin and two wallpapers (that fit an iPad perfectly) have been released.