So, last night I happened upon a trailer for the sci-fi suspense vehicle District 9, which appears to be a cross between the social study of Alien Nation and the corporation-of-evil-intent intrigue of the Alien and Resident Evil series. In no time, I know more about the movie and it's plot than I would ever need to thanks to a marketing onslaught via FaceBook, Twitter, YouTube start pages and whatever else. I'm not getting the value of this.. in previous uses of this advertising strategy, the movie gets lots of publicity and a big opening night, but plays host to dead rooms for another week or two before getting canned because on Saturday morning everyone knows whether it lived up to the hype or not. Even before the release date, the intended audience has already been alienated (get it? alienated?... never mind) into two camps: dorks who can't wait, and the Rest Of Us who say "meh, I'll wait for the DVD"). I don't follow movie earnings very closely, but it seems like a lot of money gets lost on repeat business or word-of-mouth referral this way. I wonder how Star Wars (1978) would have fared under this model? The tag line for District 9 is "Why won't we let them leave?". Well, with very little effort- nearly accidentally- I already figured out why, and by whom, and for what gain; there's gonna have to be one helluva plot twist to make this movie worth more than anything but eye candy now. The opening date is set for August 14th.... let's see if anyone mentions or remembers it on September 1.