Film marketing has taken on a new face this week: music videos on YouTube.

A down-and-dirty music video featuring film footage was shot for Universal Pictures release "Dead Silence" and received more than 35,000 views. It's quite possible all the people who saw the video are the only people who went to see the film. ("Dead Silence" opened this past weekend grossing an estimated $7.7 million for the three-day frame, finishing at No. 4 overall.)

The video, shot for under $10,000, was cut to a song by post-hardcore band Aiden titled "We Sleep Forever." The band's label, Victory Records, pitched the song, and execs decided to use it, but not in the film. In fact, the song is nowhere in the film -- not even an end-title. Now, it's a value add on the soundtrack album, which also features the score of former Nine Inch Nails keyboardist Charlie Clouser. Additionally, the YouTube video will be added onto the DVD release of the film.

Kathy Nelson, president of film music for Universal Pictures, says this type of guerilla marketing is a vehicle to promote film releases online. In fact, Nelson is using this approach on the companion to the highly anticipated comedy "Knocked Up" (brought to us by Judd Apatow, co-writer/director of "The 40-Year-Old Virgin”) and she's choosing small label partners versus major powerhouses. The "Dead Silence" soundtrack is being release on Lakeshore Records, and "Knocked Up" by Concord Records.

"Lakeshore and Concord are being much more aggressive about how to market online," Nelson says. "It's all about iTunes and YouTube and cyberspace."

"Knocked Up" represents yet another trend in film soundtracks: concept albums highlighting one artist -- think Simon and Garfunkel and "The Graduate," or Badly Drawn Boy's music for "About a Boy." "Knocked Up" features numerous tracks penned by singer/songwriter Loudon Wainwright, produced by Joe Henry. However, since not all of Wainwright's songs found a home in the movie, Concord is releasing "Strange Weirdos: Songs From and Inspired by Knocked Up," which will hit stores in May, a week before the film's release.

"Judd (Apatow) really wanted to do this (inspired by) soundtrack because he felt like he wasn't going to be able to use all of Loudon's songs in the film," Nelson says. "Right now, nobody cares about soundtrack albums, so you might as well create something that is a concept album."

Why do people not care about soundtrack albums? Mainly because of single downloads and iTunes. Soundtracks used to be fabulous compilation CDs. Now music fans can make their own soundtracks by picking all the singles the want via an online service, so the need to buy a film companion album is waning. Stay tuned to more soundtrack news.