The film was marketed with several taglines, including: "We've always believed we weren't alone. On July 4, we'll wish we were", "Earth. Take a good look. It could be your last", and "Don't make plans for August". The weekend before the film's release, the Fox Network aired a half-hour special on the film, the first third of which was a spoof news report on the events that happen in the film. Roger Ebert attributed most of the film's early success to its teaser trailers and marketing campaigns, acknowledging them as "truly brilliant".