(1)
On the IMDb website, The Hobbit: The Desolation of Smaug was featured on the UK coming soon feature on the homepage. It states that the film had had a 109% increase in popularity. This was a below the line marketing technique and attracted avid film fans who visit IMDb.
(2)
There was a large cardboard sculpture advertising The Hobbit: The Desolation of Smaug right in the entrance to the Cineworld cinema in Wood Green. This was above the line marketing and attracted the audiences who visited the cinema and saw the instillation.
(3)
This was a short clip of Martin Freeman talking about how piracy affects the film industry and why it shouldn't happen. This was shown just before a trailer for the film, was above the line marketing and was aimed at both fans of Martin Freeman and any people interested in the trailer for the film.
(4)
There was a whole section dedicated to the release of The Hobbit: The Desolation of Smaug in HMV. I believe this was below the line advertising and was aimed at avid fans of the Hobbit franchise.
(5)
I saw a short trailer for the Desolation of Smaug on channel E4 at around 10:30pm.This is above the line marketing and attracted the predominantly 16-25 year old audience who watch the channel.
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