This image was lost some time after publication, but you can still view it here.

The Movie Marketing Blog alerts us to a novel publicity ploy that grossed out NY Daily News gossip by sending him a fake severed hand in a bloody Ziploc bag to promote the movie Saw. Grove then contacted Lions Gate president Tom Ortenberg to let him know how effective the tactic was, and Ortenberg responded:

"We're always looking to use innovative, effective, cost-efficient things in the marketing and distribution of our pictures," said Ortenberg. "We don't spend nearly as much as our competitors. We can be a little bit outside the box."

Grove should be thankful that Lions Gate wasn't handling the distribution of The Brown Bunny, or who knows what would have been in that Ziploc bag.

[Ed.note—Ooh, a Brown Bunny joke! How retro! Can't wait until you hit Gigli again!]