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Ain’t it uncool news: The results are in from Grace Hill Media’s futuristic way of talking up movies in cyberspace: through good old-fashioned, low-ticket-item bribery. The PR firm promoted Universal Pictures’ sci-fi flick Serenity by setting up advance screenings for bloggers last month, on the condition that they agree to “post a pre-written paragraph” about the movie on their blogs—in other words, run a free ad (disguised as viral chatter) in exchange for seeing the movie early and gratis.
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