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Cinema Junkie by Beth Accomando

The Love Guru
Mike Myers stars in The Love Guru, which is trying to generate some Internet buzz with the launch of multple sites. (Paramount)

With Harold and Kumar soliciting for c38aign managers on FaceBook, the recent Cloverfield going viral, and Martin Scorsese getting a MySpace page, Hollywood is really looking to tap into the potential of the Internet. The Blair Witch Project is probably the first film that got attention for its use of the web but since then the web has proved a fickle beast for Hollywood. Snakes on a Plane generated a ton of buzz on the Internet but then fizzled at the box office. Even Cloverfield , which developed a rabid fan base on the web failed to pull in as large a crowd as hoped for and saw something like a 67% drop in attendance after opening weekend. But undaunted, Hollywood continues to see what the Internet can do for upcoming releases. Take Mike Myers' new film The Love Guru . Paramount Pictures has launched no less than five sites promoting the comedy in the hopes of building audience interest and getting folks out to the theater. The studios are now establishing departments - some called new media, some interactive media - but all trying to figure out how to tap into the millions of people using the web everyday.

Amy Powell, Senior Vice President of Interactive Marketing at Paramount Pictures, made herself available via email to answer a few questions about how the studios are trying to make the Internet work for them. You can link to all the sites at the end of her interview.

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