Aaaah, this is weird! If you go to this website, print out an innocuous looking targeting icon, and then put it in front of your webcam, "augmented reality" will happen. That's what they call it. Actually, it's just a pop-up hologram of a movie ad for Gamer. It will exist invisibly over the targeting icon, but you'll be able to see it on your webcam and wiggle it around by moving the piece of paper.

I can think of worse ways to pimp a movie. A cheap tie-in videogame that isn't any good, for instance. Gamer, which opens in the dead space of late summer, stars Gerard Butler and is directed by the two guys who did the Crank movies (both selling points in my book).