Chris at MMM has a post about targetting the influencers when promoting movies. The post came about from a talk he had with Joseph Jaffe. While I agree with their premise, the influence is going to come from WOM. Why not target bloggers and go after the word of mouse? Getting 1 post endorsing a movie/product/whatever from 10 top bloggers would give positive exposure for that product to what.....25,000-100,000 readers a day?
I think we are going to see an explosion of such campaigns aimed at influential bloggers, once business gets over its hangups about blogs being 'online diaries'.