calendarlive.com: The new kids on the blog: "While it is hardly surprising that cyberspace can be fertile soil for misinformation, Jackson's ruse underscores a newer phenomenon: the rapid evolution of weblogs — or blogs — as movie marketing tools.
Costing almost nothing to maintain, the vast majority of blogs are mental clearinghouses for their authors, lo-fi Web confessionals or bully pulpits that vary from current events to niche pastimes to sex. Directors' blogs, by contrast, are slickly engineered to virally market their movies — to stoke fan ardor.
Some observers say this approach allows studios to put a spin on moviemaking — and, by playing to fan interest, head off potential controversies. Movie marketers say the sites allow blogger-directors to reach out to fans in an up-close-and-personal way."