A good review of the iPhone app on Mashable. This is probably one of the most logical apps you could want, as especially among young people, a lot of movie-going decisions are out-of-home. Sounds like they did a great job, too.

Beautiful production on this, although it's not real clear how the game play works from the intro. Looks like they were focused on selling the film, and having that lead you into the game play.

Perhaps the movie story of the year. Taking a page from "Blair Witch Project", this DIY scarefest was made for $11,000, according to this article, and has already pulled in $7m. Of course, this movie is getting great reviews, which is certainly at the core of its success. The tactic to market this was a video showing audience members actually viewing the movie, and also a grass-roots campaign, by Paramount, to get 1,000,000 on MeetUp to 'demand' the movie in their local theater. They hit the mark, which seemed to generated a lot of press.

If the movie gets 1,000,000 people to demand to see it, then Paramount will do a wide-release for the movie. For a region to qualify, it has to get 100 people within a 100 mile radius. You 'demand' the movie on Eventful, who's currently running a number of promotions.

Good story about how effective campaigns need the right media and the right tech at the right time. Additionally, I like the contrarian approach of using mobile during a movie as part of the consumer-action campaign. Another sign that rules are only suggestions, and a powerful emotional driver trumps all.