MySpace’s black carpet area – a forum for movie companies to offer free screenings to MySpace members was launched a month ago. It has proved its value already in the buzz it has created around the Borat movie premieres. This is not the first attempt to use social media for marketing – we have highlighted the ad hoc use of Flickr by Sony Bravia and of YouTube by Gillette, but it is the most systematic so far. This will be the first of man raids by marketeers on high-value online communities.