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I stumbled across a new banner ad for the movie while reading up on the Golden Globe winners over at the Chicago Tribune site. Methinks devotees of "Slumdog Millionaire" and Kate Winslet movies would go nowhere near a schlock flick like "Valentine," but I suppose the film's pickax slinging serial killer has widespread cinematic appeal?

Anyway, the ad's tagline reads: "It's Actually '4D' If You're Wasted!" Here's the link to the Trib web page, although chances are the ad may not pop up for you there. You can see a variation on the ad at this blog.

Now advertising sex and violence is nothing new for horror flicks - and "Valentine" has been doing just that in the TV spots. And naturally it's trumpeting the 3-D gimmick - although only about 900 theaters will actually be able to show it in 3-D, according to The New York Times. But for a film's marketing campaign to actually go out and advocate for public intoxication at a theater seems like trouble to me.

While there's nothing illegal about a movie's depictions of decapitations - tasteless though it can often be - public intoxication at a movie theater is illegal, and drunk driving to and/or from the theater is illegal and dangerous. And I'm sure theaters and theatergoers don't want to deal with unruly, drunken guests.

So why is Lionsgate promoting drunken viewings? I suppose to hype up "Valentine" as the ultimate party film. And perhaps to create a little controversy and buzz. I'm blogging about it, aren't I?

Then again, will the ad actually inspire mass drunkeness at "Valentine" screenings this weekend? It's unlikely, and here's hoping so, since the tag line is still being sparsely used, and nowhere to be found in the much more visible TV spots. At least, for now.