I think this may be the coolest and cleverest viral marketing campaign I have ever seen. I know I called myself an evil marketer last week and bragged a little bit about how I'm good at what I do, but I bow down to the geniuses who thought this up.
Be warned, though. You will have to physically restrain yourself from sending this to everyone you know who has ever mentioned Samuel L. Jackson or Snakes on a Plane.
I sent one to my wife a few days ago, and she blogged about it on Cinematical. Truly hilarious shit. :)