Leak info to the press, no matter how untrue it actually is. Apparently, Edward Norton was going to be conspicuously absent from the promotional tour for the film since he was unhappy with a number of his script ideas being ultimately discarded from the film. Nothing like getting a lot of free promotional mileage out of actor vs. studio controversy. And the press was all over it. But wait, who's on Jimmy Kimmel promoting the Hulk on June 12 with a hilarious film making the YouTube rounds? And what about the widely promoted Captain America cameo rumors that circulated for days on the Internet (reported on Cinema Blend and Sci-Fi Wire) with Louis Leterrier only shooting it down after finding a way to flip it into a promo for the inevitable extended-cut DVD?

And given my appreciation for the Ang Lee version of the Hulk, what did I think of The Incredible Hulk? It wasn't bad, and it's an entertaining start to what appears to be a franchise with the potential to thrive for a long, long time.