9. Putting The Word Out
The first audiences saw of Up - in the teaser trailer - was startlingly similar to Docter’s original idea for the movie – a house floating away on balloons, with Carl in place.
In typical Pixar style, that's was all there was – a tantalising hint of what was to come.
The full trailer, however, featured much more of the other characters – as you can see below.
And, employing a new method of marketing, the company has also been releasing 'Upisodes' - little snippets of footage (usually shorts featuring the characters that won’t end up in the film).
But that was just the start of the campaign…
Next: The 45-minute Effect