Today's Must Read: Ten Movie Marketing Lessons from the Release of 'Fahrenheit 9/11'

I'm assuming that most of you movie marketers out there already read Variety and The Hollywood Reporter. But in case you missed it somehow, here's a great article discussing the film's marketing strategy. Don't have time to read it? Here's the recipe I found in an old craft services cookbook of mine:

Marketing a la Michael Moore
(Serves half of a polarized electorate)

Preheat oven to 451 degrees.

Ingredients:
1 heaping dose of controversy
1 1/2 villains (colorful preferred)
1/2 cup of audience naivety
2 independent-minded distributors
1 chunk of easily manipulated media

In a separate bowl, mix controversy with a whole villain. Take the chunk of media and break it into smaller pieces (you probably won't be able to separate it into less than six conglomerates) and lay the chunks on a baking sheet. Handily saturate the media with your mixture, manipulating the concoction for at least 2 months. Fold in the 1/2 villain slowly (if you're using the Eisner variety, it could sour the whole batch.) Finally, grease the mixture with the audience naivety and top with the distributors.

Bake for 15 days -- don't let your eye off of the calendar as timing is everything here.

Upon removing from oven, garnish with a healthy dose of GOP anger. For best results, present a thick sample slice to an international film festival, preferably Cannes.

Serving suggestion: Due to the overwhelming response your dish may get from guests, we recommend pairing it with lighter fare (see page 48 for our 'White Chicks' recipe.)

Top 10 things Moore did right with 'Fahrenheit'