The new Michael Douglas film, A Perfect Murder, released this weekend, is a perfect example of the new approach. The site adopts a Cluedo-style method, letting you explore various scenes from the film and browse through a set of "police notes".
Hollywood executives are obsessed about controlling the publicity of their films. However, up until now, the Internet seems to have bypassed their quality-control mechanisms: the Godzilla website actually portrayed the beast devouring the Spice Girls. Tinseltown executives have now begun to twig that they've been underexploiting the medium.