Recently I had a go at the production company that has handling the trailer for Terry Gilliam's The Zero Theorem because the trailer had been leaked and then removed. I believe that this has worked adversely for the film's release. Obviously it would have been fans of Terry's work that leaked the trailer and also fans who would be keen to watch it. This would have encouraged better word of mouth early on before the film had its first festival screening, and would have generally boosted the film's profile in the media.
The simple solution for the production company that created the trailer would have been to release it under the Creative Common license, enabling fans to distribute it but also provide the relevant attribution in order to connect people with the film's release. Once again it needs to be reiterated that Creative Commons works with Copyright, it doesn't effect Copyright, all it does is pick up the slack spilling over when trying to protect commercial material. It wouldn't have taken them much effort to slap a little CC on the trailer and let the fans do the leg work in building their audience.
The Free Culture Game is a playable theory by Mollei Industria which demonstrates the grapple between Intellectual Property Ideal-Estate (Ideal - As in Plato's theory of ideas) and the producers of creative form whether that be text, audio, vision, software et cetera. Further details on this knotty tug-o-war can be followed on the EFF (Electronic Frontier Foundation) website.
Generally Creative Commons is a means of licensing content in order to provide user-generated and artist orientated content a 'fair' means of distribution, adaptation, manipulation, transformative and derivative communication. However, nothing prevents major studios employing it as a means of stepping down from their mantles and sharing with the people they so depend on getting the dollars from.
It is particularly useful in a digital environment because of the soft nature of the Net, that is, the editable, linkable, embeddable, non-linearity of the GUI sphere.
The spectrum of Creative Commons licensing is explained in a visually coherent way in this cartoon below called Creative Commons: Spectrum of Rights. Conceptualised and Designed by Neeru Pahraria (Peer2Peer University) and illustrated by Ryan Junell (Designer of the Creative Commons logo and also creator of the Get Creative FlashToon).