Marketing question

A while ago a major newspaper ran a story about a new Lionsgate film, "Blackhat," which is a cyber thriller. In the movie, a Hong Kong nuclear plant and the Mercantile Trade Exchange in Chicago are hacked by unknown perpetrators. A federal agent proposes that the FBI work with China to find the cyber-criminals. The leader of the Chinese team insists that convicted hacker Nick Hathaway (Chris Hemsworth) be released from prison to help with the investigation. The movie is directed by Michael Mann. According to the newspaper story, big-time motion picture directors often spend the last weeks before their movies open to the public promoting them on publicity tours. But, at Lionsgate Pictures' request, Mr. Mann is spending his time on his laptop, where he has joined a number of online discussion boards devoted to hacking and cyber crime (and how to prevent it). Mr. Mann believes the users of these boards will be interested in the plot of his upcoming new film. Is sitting at a computer an efficient use of Mr. Mann's time at this crucial point? Lionsgate Pictures' apparently thinks so. It is, after all, considered to be a sound marketing strategy to reach a potential hard-core audience and let the word of mouth spread out from there. And these discussion board users may be the ultimate word-of- mouth movie audience: they love to send and receive messages on the electronic bulletin board. The newspaper article seems to call what Mr. Mann is doing a sound marketing strategy." Do you agree? If you do, explain briefly why this is a marketing-oriented strategy. If you do not agree that the strategy is marketing oriented, then explain why it is more like one of the other strategies that firms may adopt