"Labyrinth" was featured in music trade papers such as 'Billboard' due to David Bowie's soundtrack for the film. Bowie was not heavily involved in promoting the film, but Jim Henson was nonetheless grateful that he produced a music video to accompany the song "Underground" from the soundtrack, saying, "I think it's the best thing he could have done for the film." Commercial artist Steven Chorney provided the film's teaser one-sheet, while Ted Coconis produced a one-sheet poster for the film's North American release.