Viral marketing + UK box office analysis

If you got the Guardian on Friday you will have seen a rather handy feature on trailers and the experimentation that new media is allowing, especially as regards viral marketing campaigns and a shift away from trailers that reveal virtually the entire plot to much more enigmatic teaser-style trailers. No? Try http://www.guardian.co.uk/film/2009/dec/17/film-trailers then! Ties very neatly into the whole issue of marketing we were considering recently.
There's also a nice example, from a regular series, of a trailer being ripped apart for being ... well, read for yourself at http://www.guardian.co.uk/film/2009/dec/16/yesterday-was-a-lie-trailer-review (wee bit of narrative enigma there for you).
Another regular Film Guardian feature is in-depth analysis of box-office takings. The latest is an excellent overview of some of the key trends in release strategies, and contains much useful info on the arcane business of releasing movies in the UK, discussing the importance of digital 3D screens and the problems facing arthouse cinemas (with very precise screen/takings figures to reference), as well as the commercial failure of a spate of British releases. All useful material which you can read at http://www.guardian.co.uk/film/filmblog/2009/dec/15/a-christmas-carol

Just how many digital 3D-equipped cinema screens do you think there are in the UK? The answer shares the name of Zack Snyder's 2006 semi-animated epic...
And how many screens is James Cameron's $230m budget Avatar set to open on in the UK? I'm thinking this must be a record (the answer is 3 and a third times the previous answer) at about twice the typical figure for a UK number 1.