AdAge had an interesting article on how they marketed Coraline using "pinwheel marketing -- niche promotion and publicity working in concert with traditional Hollywood movie marketing. Wieden identified some 15 niche demographic "spokes," then set about courting the knitting aficionados, comic-book geeks, collectibles mavens, emo rockers, crafts makers and casual gamers that would help "Coraline" open to $7 million more than Focus initially projected for its first weekend.”
Read more here.
