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June 13, 2009 · 4:27 PM

The art of self-promotion

By Josh Bell

Easier With Practice: Sock it to me.

Photo: John Katsilometes

At last night's premiere of Easier With Practice, everyone received one of these promotional socks, a playful little lark tying in to one of the movie's central activities (draw your own conclusions). It was a cute gesture, but didn't exactly make me fall in love with the movie, an amusing trifle that loses a bit of momentum during long uncinematic scenes of the main character talking on the phone. Tangible items like socks (printed up with the movie title and info) probably aren't cheap, but they can create lasting memories (I still have mine with me).

A bit more creative was an impromptu red-carpet wedding staged by the people behind Asylum Seekers, before their own premiere. It was a little more attention-grabbing than socks, and piqued my interest more, but again, it didn't sway my opinion of the movie; I walked out after 20 minutes (we'll have a full review later from someone who stayed).

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