How Do You Market... Fiction?

So, other than internet marketing, I also write screenplays. So far, I finished three feature length screenplays and a few months ago, I submitted one of them one of the biggest screenplay competitions in the world.

I didn't expecting much. After all... this was my first competition :rolleyes:!

I found out about a couple weeks ago my spec script made it to the second round, scoring a 72 out of a possible 100 points, placing it...

IN THE TOP 25% OF ALL SCRIPTS SUBMITTED IN THE NATION.

Even this dude's impressed ---> . And he probably can't even read screenplay format!

In order to advance to the third round, I had to score in the "mid-70's", which would have placed my script in the TOP 10%! You could see how close I came.

By the way... I scored a 72/100 despite the fact my script did NOT have one single sex scene :p!

Actually, I'm kind of serious about that last part. The judge wrote in my comments that he was upset and felt cheated that I had the words "A Christmas Love Story" in the title, there was a teenage boy and a teenage girl (well, not "quite" a teenage girl)... yet no romance!

So, anyway, I've decided to take a chance and have my spec script turned into a "novelette" (the judge rated the commercial appeal of my script as 9/10 and said it definitely has a commercial audience) and I was wondering...

Can you use internet marketing techniques to market a novellete? I assume you can't use it for a screenplay since most of the general public cannot read screenplays.

I mean... if this was a "how to" product, you'd have a sales letter, autoresponder, squeeze page, etc...

But other than turning it into a Kindle e-book, what else would you use?

Has anyone ever tried marketing fiction?

Thanks, everyone!