I’m not a big action adventure movie buff but I love clever (yes, I know you know that by now). The promoters of Spiderman (coming out in July) have started a viral campaign that contains news reports (featuring Dennis Leary). They are also for people to send in sightings to webbedmenace.com. I can’t wait to see what people send. I still may not see the movie, but I will love the build up to it. What a good use of web (!) advertising.