The initial marketing of the movie was disastrous. Filming had run significantly behind schedule, so when it was time to create a first teaser trailer, no completed special effects shots were available; the best they could manage was a short clip of old Rose narrating about the necklace (which, according to producer Rae Sanchini, made one Fox executive vomit over his own shoes). Later trailers contained the desired money shots, but initial TV spots focused almost exclusively on the action and peril, making the film look more like a standard disaster movie than a romantic drama. Cameron felt that this hugely undersold the movie, so he suggested an alternative campaign that emphasized the drama and love story, to be targeted at female audiences (and to be broadcast during episodes of The Oprah Winfrey Show (1986)). Later TV spots combined elements of both.

Film

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