Online distribution, VOD, day/date screening, transmedia and of course the threat of piracy are all part of the new frontier.
I am presently revamping the Raindance website and revisting our marketing an PR strategy. The author and marketeer Jeff Bullas highlighted several key factors in his excellent blog. A survey of nearly 2,000 companies rated the optimised press release as the most effective way to release news. Optimizing press releases for news search engines is now called "SEO-PR".
If you are a filmmaker, you better get tooled up - because this is where it is all starting to happen. The tools that relate to marketing in general pretty much all pertain to a successful film launch.
Read: The 3 New Rules Of Film Publicity