Clerks 2 Mobile

Jeff brought this to my attention. I think it's a brilliant idea.

The sequel to the no-budget Sundance discovery that started his career a dozen years ago, "Clerks II" sounds like a desperate retreat after "Jersey Girl." But it turns out to be a shrewd career move, in which Mr. Smith takes his characters into the present and even ratchets up his own forward-looking marketing skills. He has been cultivating fans on the Web for years, using his production company's site and his own online diary. In an ingenious new ploy, he has recorded a commentary for "Clerks II" that will be available for free download on iTunes, encouraging viewers to take their iPods to the theater for a second viewing. (Eventually the commentary will also be available on the official movie site, clerks2.com.)

They also have a ton of podcasts for this movie. But this is a cooler and more innovative mash up.