What is a good way to promote a movie?

Why don't movie production companies promote themselves in a similar way to music labels?

• Well-run niche music labels have a clear artistic concept as well as a good reputation and a significant audience that rubs off on their releases. What are the reasons why the movie business doesn't work in a similar fashion? People usually support actors, directors, and especially movies themselves, but there are no movie production companies that follow a clear line and gauge a lot of attention for upcoming releases. Why do people look forward to the next DiCaprio or the next Nolan, but not the next Weinstein Company?

• Answer:

  There have been some.  All TROMA films have common elements, for instance and there are specific TROMA fans. In general however such a common product has to be driven by a common vision from a common visionary... so it all comes down to the director generally anyway. Although auteur theory is misleading and too simplistic, at the end of the day the final call on what a movie "is" is in the director's hands.