Jeff*H
Premium
Based on my experience, $100,000 will not get you any television commercials. To produce a new spot and get it on air with any kind of acceptable reach and frequency requires a much larger budget. A large advertising budget requires a product that is going to move millions of units (like a "Seinfeld" or "Grey's Anatomy").
They might be able to afford a limited print campaign, email or web, which might work for certain types of releases. In fact, I think I've seen something similiar done on several occasions for smaller TV-DVD releases, although who knows what the final price tag was for marketing. I guarantee you it wasn't cheap.