It is the distributors job to, when a new film is being released, create as much 'hype' about a film as possible and create the biggest potential audience they possibly can. Because of horror being a kind of sub-genre, there are some people that have no interest in viewing any film related to it. This means the distributors need to find a U.S.P. (unique selling point) so appeal to a much wider target audience. Unfortunately horror films are less welcomed into large restaurant chains, billboards or shop endorsements as many horror films tend to be rated 18. More family/action films can often been seen being advertised in this kind of environment.
Most films have to be distributed differently and in several different ways. A prime example of this is how The woman in black became to be such a successful film. Although there were many posters and trailers (which is quite normal for a film with their budget) Daniel Radcliffe did extensive advertising which helped the film appeal to Harry Potter plans. He even held a competition to promote the film.
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