So this article's a few years old but it made me smile and still contains a ton of great, relevant ideas. Sneaky, low-down, dirty ideas, but still: ideas.
Before Bikini Bandits was even accepted to premiere at the Philadelphia Film Festival, [director] Grasse and [producer]Alan took out full-page ads in The City Paper, the local alternative weekly, promoting their participation in the festival. This naturally pissed off festival brass, creating more press in the ensuing uproar. When the film officially became part of the festival, the Bikini Bandits team purchased every available seat at the premiere, creating a sold-out screening and generating more frenzied buzz. They then threw a big ol’ party, let 3,000 in to celebrate and left 2,000 cooling their heels on the sidewalk. Buzz, buzz, buzz.