I don't spend a lot of time on the viral games that many studios have started building around the countdown to release on some of their biggest films.
I don't have anything against the idea… it's just that I don't have the time to wait on pins and needles to play my part in these things. I watched the fervor that fans brought to the "Dark Knight" ARG, for example, and I was impressed. I just know that I'd rather wait and see the end result than spend my time and energy on each step along the way.
Having said that, few people play the game as well as JJ Abrams these days, and he and Paramount have been having fun playing with expectations and secrecy on his new film "Super 8." In particular, they've been running a game involving the "Super 8 Editing Room," where they've been sending out physical reels of Super 8 film to various sites, and each site has to input a code to unlock that clip for everyone else online.
In other words, this is a case where if I don't play along with the piece of the game I've been sent, no one else can, either.