Being a British film (and not featuring any Holloywood stars or financing), Submarine relies on it's indie style and qualities to attract a niche market of film fans. There was no international cinema release and due to a solely British market there was little Above-the-line advertising, other than a trailer.
Promotional Poster:
Link to film trailer:
http://www.youtube.com/watch?v=4IVFfiv6wpY
Instead, Submarine relied on a lot of Below-the-line advertising due to being inexpensive and being more accessible to the target audience than through numerous trailers and merchandise like The Dark Knight Rises. The only star quality used to promote the film is the actor Ben Stiller, who had no involvement in the film other than an executive role and used his name to raise attention.
As opposed to The Dark Knight Rises, which could attract audiences through a marketing campaign, Submarine approached audiences via critical acclaim, and upon the film's release at local theatres its' award wins were used for promotional purposes.
Links to film reviews/ interviews:
http://www.guardian.co.uk/film/2011/mar/17/submarine-review
http://www.youtube.com/watch?v=9mEErpOlqgc
http://www.film.com/movies/sundance-interview-richard-ayoade-for-submarine
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