They don't advertise them at all!
They apparently run trailers at the theater, but just about the only people who know about these things are the internet-savvy types who specifically follow that kind of subject. But movies like that and The Birds and all the rest that get shown for only one day should, in my silly opinion, be filled up with the plain everyday "normal" people who do know about and do like those films. It's crazy.
Oh, sometimes a newspaper columnist mentions them, but ... geez.