The main marketing tool used for this film is Genre
Genre
From the dvd cover I can tell that the genre of the film is action. I know this because spiderman looks like he is climbing up the side of a building. This suggests he is a hero and there is often a hero in action films. Also the facial expression that spiderman has shows he is quite determined and fearless. These characteristics are common in heroes from the action genre. Also the dvd cover has a yellow/gold glow in the background which could show that spiderman is more important than those below him. Also the glow makes him look special.
a link telling us how it is marketed
http://www.moviemarketingmadness.com/blog/2004/06/movie-marketing-madness-spider-man-2/
http://www.youtube.com/watch?v=OlfYIF47f1k- trailer
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