If a film is classed as mainstream then it is going to be released on as many screens as possible due to the mainstream nature of the film, which is likely to attract a large audience.
The film is also likely to be heavily marketed.
Depending on the film, distributors will use tv adverts and display advertisements, reproducing the film’s poster artwork, in national newspapers and film/lifestyle magazines, and on outdoor poster sites and bus panels.
This amount of marketing and advertising could only be done effectively if the film is mainstream as money would be set aside for this purpose due to advertising, especially on television being very expensive.
Niche films, which a lot of the time are independent films, such as our are more likely to have a small budget which means that their distribution and marketing is of a lower scale.
Viral marketing (using the internet and alternative methods to advertise your film) is an excellent way to market niche films. An example a viral marketing campaign was the ‘Blair Witch Project’ which is seen as the first film to use a total viral campaign on the internet.