The obvious case in point is that of Mel Gibson, who's now going through the public relations motions of atoning for his recent sins while drunkenly speeding along the Pacific Coast Highway in Malibu and then ranting afterwards to the arresting deputy about how "the Jews are responsible for all the world's wars." With Gibson's latest epic arriving in theaters Dec. 8 and the need for the actor-director to be able to spearhead its marketing campaign by promoting it with the media, it was a safe bet he'd wind up making some pre-"Apocalypto" apologia rounds and that should do the trick. It's an approach that fits with the new concept of "15 minutes of shame" that's surfaced in Hollywood as more and more high profile celebrities have found themselves basking in the unforgiving glow of the media spotlight after misbehaving in public.

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