Websites are easily accessible by anyone so in theory, it could reach a wider audience or if the audience is made curious by a poster and wishes to find out more about the film.
The website of a film will usually contain more information on the film as well as extras like a photo gallery or games.
Typical conventions of a film's promotional website are;
Navigational sidebar: Nearly every website has a main menu. The navigation between the pages on the site must be easy to read, find and use so the consumer knows how to navigate around the site and the linking pages.
Links: The links help the consumer go from one page to another on the site. It will also help organise information and separate the different sections of the site.
Streamed video of the trailer: Some film homepages have a trailer that plays automatically as the consumer comes to the page. They may also have a link to other videos from the same film.
Colours (text and background): These are consistent with the other promotional texts of the film and will usually be an adequete contrast between the colours so the text and images are easy to see and it doesn't hurt the audience's eyes.
Font: This is also consistent with the other texts and will also be easy and simple to read.
Title: The title is a consistent feature of the film and so will be the same to link all of the texts together.
Images relevant to the film: Some of these images will also link with the other promotional texts, for example, the same picture from the poster may be used on the website homepage.
Flash, add-ons and animation: Usually there are moving images on the website which aren't available on the poster or front cover. This will be to differ slightly but the images will be the same, just animated.
Production company logos and billing block: These are a coherent link between the promotional texts and are usually found at the bottom of the homepage.
Headings of actors names: Like the posters and trailers, the homepage will also promote the actors in the film.
Tagline: Another coherent feature that links the texts together but the tagline could be animated so if the film has more than one tagline, they may scroll across the screen one at a time.
Release date: The website usually stays up even after the DVD release of the film as it will then promote the DVD.
Soundtrack information: Either through a link or a music player on the website, the soundtrack will usually be featured on the page.
Streamed music from the soundtrack: This allows the audience to hear music from the film which can also help set the tone of the film. Usually music is featured on the comedy and romance genre although action genre or the horror genre may have eery music playing on the site as the audience navigates through.----------
Sources:
http://www.usereffect.com/topic/25-point-website-usability-checklist
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