The pre-release strategy for "The Master" was interesting. Unique, I guess is the word. The marketing side of this business is driven by the typical, but sometimes filmmakers chafe at having their work pitched in the usual ways. So you get someone like David Fincher or Paul Thomas Anderson who says, "Nope, we're gonna do THIS."
As far as screenings have been concerned, Anderson has clearly been all about getting it to fans first. We broke the news last month about the film's first public screening following a special showing of "The Shining" in Santa Monica, and that tactic was employed multiple times thereafter with pop-ups in Chicago, San Francisco, New York, Austin, etc. And in most cases, fans were getting a look at the movie before the press.
Well, Anderson's love affair with his flock stretches even further than that and their connection with "The Master" might be deeper than they even realize. It turns out, Paul Thomas Anderson's fans may have had a significant hand in giving the film its title.