Sherlock Holmes, A Game of Shadows Promotional Campaign

Sherlock Holmes is a very famous British franchise so in advertising the film, the producers do not need to express the genre nor set the scene; especially as this film was a squeal. The first form of advertising was two posters that featured either Sherlock standing at the front with Moriarty in the background or the reverse; an example is the photo to the right. This early teaser release set the fans up knowing that the film was continuing from the first film. The next two posters were simply of Sherlock and Moriarty clenching weapons again. The final theatrical poster featured Sherlock and Dr Watson standing in a foggy french alley with a Moriarty figure in the background. Throughout all these posters, the film kept the theme of a blue/grey mist to set the scene.

The first trailer ensured fans that this film would be just like the first film which was important because it was a great movie. The trailer tells the plot very early on, before it continues to spend the rest of the trailer with action shots. This format was a success because it got fans interested. The second trailer was once again mainly action with almost no plot resemblance. Keeping the movie plot virtually secret can stimulate attraction because the fans don't feel like the film has been ruined for them when they walk in the cinema. The third trailer has a few of the shots from other films and shows the characters playing cards which is metaphorical to show Sherlock's struggle. It also includes actor interviews to gain interest, again attracting an audience without revealing the plot.

The film website included everything there is to know about the film before its release. The 'About' section gave fans a rough idea of the plot along with information about the cast and production. Companies that helped promote the film were under partners and there were even a few games under special features.

The promotional campaign of this movie basically evolved around confusion which kept fans guessing. Mainly Downey Jr and some of the cast took part in interviews and talk shows in the upcoming weeks of the films release on December 16th 2011. Releasing the films before Christmas attracts mass family audiences. The film was both produced and distributed around the world by Warner Brothers.