[crabapple]

Yeah, see, when I say this is "good" marketing, what I mean is, they probably didn't get one of those research centers to call thousands of people and ask them survey questions like "How would you feel about being handed a rubber snake by an usher as you walked into a theatre to see a movie about snakes? Would you be mildly excited, somewhat excited, very excited or not at all excited?"

No, this is some crazy executive types, probably back from a martini lunch, sitting around a table with a silly idea. "I think we should hand out rubber snakes to everyone who shows up on the first day!" And everyone okays it because if they went to see the movie, THEY would enjoy getting a rubber snake. It's a little more human, a little more real.