Case Study: Mamma Mia!

Mamma Mia! is the the 2008 musical/romantic comedy film adapted from the hit West End musical of the same name directed by Phyllida Lloyd. Mamma Mia! is the first time Lloyd directed a film, as she is typically a stage director. The screenplay was written by Catherine Johnson otherwise most notable for the stage show version of Mamma Mia!. Eventually becoming the 3rd (domestically) highest-grossing musical film since 1974 & the highest-grossing British film in the UK ever, and only second highest behind Titanic.
Most of the filming was done during August and September 2007 on the Greek island of Skopelos, with most filming being done on Kastani beach. Additional on location filming done at Damouchari in the Pelion area of Greece. Due to setting demands, producers built a beach bar and jetty, but removed them after on-location filming was done. Off location filming was done in London at the Lloyd's building in the City of London. Also, Bill's "yacht" (which is not actually a yacht, but a ketch) is the Tai-Mo-Shan built in 1934 by H. S. Rouse.
Mamma Mia! got varied reviews according to Rotten Tomatoes, with a an average rating of 5.5 out of 10.Radio 5 live reviewer Mark Kermode said it was enjoyable, but "the closest you get to see A-list actors doing drunken karaoke". Whereas others, including The Guardian were a lot more negative, giving it one star & saying the reviewer "felt a need to vomit", yet the film was one of the biggest commercial successes of the 21st century.
Prior to the films release, it had virtually no advertising or PR, and only had premieres in Western Europe, yet it was a massive success becoming one of the world's most loved films. 1 in 4 British households own a type of the DVD and grossed $609,841,637 from box office alone. This goes to show just how much word of mouth PR is the best way to advertise.