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Michael Cera and Jason Schwartzman Demonstrate the Latest in Viral-Ad Technology

In plugging this Friday's Scott Pilgrim vs. the World, Michael Cera and Jason Schwartzman have taken their improvisational talents to Atlanta's Fox 5 News. In the above video, they screw around for two minutes, pretending to read the weather and be run over by a bus. It's pretty funny. Has anyone consciously manipulated a local news station to plug a major motion picture before? Tracy Morgan's notorious “somebody gonna get pregnant while I'm in town” El Paso ABC7 performance was technically in support of a local stand-up gig, so that doesn't count. Anyway, it's a pretty good idea: Local news would presumably let truly famous people do whatever they want in exchange for that kind of access, and then the clip ends up all over the place anyways. Industrious marketing execs, take note. [Awl]