As much of a gimmick as they are, I still love viral marketing campaigns. No, I don't fall for them any more, and I pity the poor rube who does buy into the fabricated reality that studios construct on the internet, but I can't help but get caught up in how they expand the universe beyond the time you spend in the theater. It's so common now that it's almost required. Sometimes they're clumsy or ignored. Other times, they're extraordinarily clever, spawning from the granddaddy of them all, the Blair Witch Project.

Naturally, considering the approach to the material, 'The Last Exorcism' was ripe for such a campaign. So now Marcus Cotton, the holy man from the tale, has his own website and Twitter feed. The Twitter feed might be a bit excessive. How deeply can you pull potential viewers into your world in 140 characters or less? Still, the designers came up with something that genuinely looks like the website for a small church. From those two sites, you'll find a rat's nest of more film propaganda. But damn, it all looks like so much fun.

"After a career spent helping the devout through prayer and trickery, Reverend Cotton Marcus (Patrick Fabian) invites a film crew to document his final fraudulent days as an exorcist. Soon his faith is truly tested when a desperate plea from the father of a possessed girl (Ashley Bell) brings him face to face with the devil himself. "

The Last Exorcism hits theaters this August.