Increasingly, studios are employing so-called guerrilla marketing tactics to generate Internet buzz, the apex of which is people alerting their friends in the phenomenon called viral marketing. Viral marketing initially garnered widespread attention following the marketing blitz for 1999's "The Blair Witch Project," the online campaign for which was produced in collaboration with GMD Studios. [...] Steven Spielberg's science-fiction fable "A.I. Artificial Intelligence" is raising the bar once more for Internet-based guerrilla film marketing, thanks to the massive virtual scavenger hunt created for the film.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.