'Flash mobs' as film marketing technique

Use the post heading link to go to an interesting article on an alternative to mainstream, paid-for advertising; the example used is from Bollywood, but the concept is universally applicable.
Also useful to consider the increasing blurring of the lines between some Bollywood productions and British cinema, with an increasing number set and/or shot in the UK to help exploit the sizeable emigre market for Bollywood fare - several good articles on this can be found in the Film Guardian site.