The Woman In Black Marketing

Momentum Pictures (the independent company responsible for the distribution and marketing of TWIB) worked alongside a company called Romley Davies to produce the print, broadcast and online publicity for the UK theatrical release of The Woman in Black, which was released nationwide on 10th February 2012.

Romley Davies’ strategic campaign for The Woman in Black paid off and ensured it was the film everyone was talking about resulting in its resounding box office success. The film grossed over £22million in the UK achieving a staggering £3.1 million in its first three days, making it the most successful British horror film of all time.

The campaign highlights included 10 magazine covers, the booking of Daniel Radcliffe on both the Graham Norton and Jonathan Ross Show (an industry first) and a major interactive ghost story competition resulting in Daniel Radcliffe reading the winning entry for inclusion in the DVD.

Daniel Radcliffe also did a TV interview with Jonathan Ross:


They also made a website called "WhatDidTheySee.com".

Here’s how it works: Visitors have only a partially obscured view, just enough to see through the doorway and into this young girl’s room. By using motion recognition with the computer’s webcam, visitors to the site can shift their perspective within the room by simply moving right and left in front of their own computer to see what lurks behind the door and in the shadows. No matter how scared you get, expect to receive your own customized photo, compliments of THE WOMAN IN BLACK!