Yeah I looked on the big chain websites and didn't find the info I was looking for.I think the sign waver thing is an awful idea. Maybe it's different where you're located, but the only places around here that use them are ghetto pawn shops and failing, flash-in-the-pan furniture stores, both of which are places I have no desire to be. In general I actively avoid places advertising that way and in my opinion it just makes them look either a) shady as fuck or b) desperate and failing.
I also think the mailer idea is terrible. It doesn't seem like a good idea to have you place associated with junk mail, and traditional "coupons" just seem cheap and tacky.
As for the movie advertising, I think that is a great idea. Every theater in my area has advertisements for a variety of small businesses before the showings and it's hard not to notice them when they're 30 feet tall in front of your face. I'm pretty sure the advertising isn't handled through the theaters themselves, but rather specific advertising companies that specialize in movie theater advertisements. Your best bet is probably to find whatever big chain theater you have nearby (AMC, Regal, Cinemark) and check out their website. I'm sure they all have advertising information.
While generally I'd agree with the sign waver comments. I believe that most fish keepers will check out EVERY store they are aware of that exists. You might also say posting on craigslist would only bring lowlifes looking for bargains. Except it's translated into thousands of dollars every month. In our area, the sign wavers tend to be for new real estate developments and mattress places. In fact I haven't seen any others before.