Paramount focused much of the "Paranormal Activity" sales effort around the experience of watching the film — television spots included glimpses of audiences jumping at its scares. The studio used some of that footage in its "Paranormal Activity 2" campaign launch but quickly shifted the promotion toward what the new movie might be — or might not be — about. One trailer included scenes that aren't in the finished film.
The film's online trailer was repeatedly updated with new plot clues, and a viral marketing team sneaked flash drives with 14 clips from the film into the pockets of fanboys attending the horror-themed festival Fantastic Fest in Austin, Texas, in late September. On Tuesday, a new TV spot was released showing that Katie appears in the new movie, and on Wednesday she was featured in a separate ad cryptically saying that Micah, who didn't fare too well in the first movie, famously killed off in the first movie's conclusion, "wasn't up for hanging out today."
There are more television commercials for "Paranormal Activity 2" than for the original movie, but Paramount says it won't spend much more than $10 million on paid advertising, about half of what is devoted to most film openings.