In order to create buzz for a movie property with no existing fanbase, the characters played by the very recognizable actors in “Tropic Thunder” were painted as real-life individuals with their own acting careers. Each of their films had their own mini-campaigns - complete with one sheets, trailers, and websites. Product from the film was produced and available for purchase on Amazon. The entire “film within a film” joke was punctuated by the creation and release of “Rain of Madness”, a mockumentary about the making of the movie within the movie.