A studio with a big summer release would normally place trailers in theaters during the preceding winter months. Instead, Universal, which is scheduled to release "Bruno" July 10, uploaded a "red band," or age-restricted, version of the movie's trailer to the social networking site MySpace on April 2. And it didn't release a theatrical trailer until late last month, coinciding with the Memorial Day weekend debut of "Terminator Salvation."
The Wall Street Journal looks at the many ways in which Sacha Baron Cohen's Bruno film and its promotional activity defy Hollywood convention. This, following Bruno's recent MTV Movie Awards stunt.