I've been exchanging emails with Quincy from Allied Advertising. Quincy is promoting the grand opening of AMC Yonge & Dundas 24 in the Toronto Life Square. This new state-of-the-art theatre is the first all-digital theatre in the area and it will be open to the public on March 28. All guests will receive one free small popcorn through April 24 to celebrate the grand opening.

Quincy's job is to raise awareness about this local event and he seems to get it. Sure, he issued the standard press release and is reaching out to the mainstream press, but he's also reaching out to guys like me who help fuel the new media, web 2.0 style. Quincy invited me to an exclusive press-only event to showcase the new theatre and its digital projection capabilities and he even even met my demands in exchange for a reference in this space.

Quincy, this entry's for you, a man who appreciates the value of viral buzz.