The document compares the marketing strategies used for the films Anna Karenina and The Dark Knight Rises. Anna Karenina used more traditional marketing like posters and trailers, while integrating social media into its official website and relying on online newspaper reviews. The Dark Knight Rises employed a wide variety of modern marketing techniques, including social media integration and campaigns on its official website and Facebook page. It also released video content, iOS apps, and conducted a viral Twitter campaign to promote the film using multiple online platforms and attract broader audiences.