The Woman In Black - Promotion

Hammer Film Productions' The Woman In Black used various different types of activities to create the whole promotional package of the film.

A viral campaign was created, and this seems to have increased in popularity over the years, especially since the success of the 2008 film The Dark Knight, and this was to entice the audience into seeing how scary the film may potentially be. This campaign featured an image of something suddenly appearing and the plan was to capture the reactions of people's faces who actually viewed the image. These reaction videos were then viewable from the website of the image.

They also used an interesting poster for the teaser of the film. It is very minimal and doesn't feature any what seem to be main cast. The image has been also manipulated so that they have no eyes & the tag line of the poster "What did they see?" contradict each other. I think that they wanted to create mystery and intrigue for the film. 

Then the official poster was released and it does seem to have been made in a way to answer questions because as the first poster said "What did they see?" the official poster reveals it to be "The Woman In Black"
Then obviously released the film's trailer to youtube on 18th August 2011, which is about 6 months prior to the theatrical release and this was used to basically create hype and buzz for the film as the release date of February 2012 got closer.