'Pirates' a MySpace legend

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- By Carly Mayberry

The right to showcase the highly anticipated Pirates of the Caribbean: Dead Man's Chest trailer has been granted to a randomly selected MySpace member. In an unusual approach toward viral marketing, Walt Disney Pictures partnered with social-networking site MySpace on a promotional contest that granted one member the chance to be the first to view the Pirates theatrical trailer and then personally distribute it through MySpace's network of more than 74 million subscribers. The winner, whose name will be announced this week, was chosen Monday from more than 57,000 participants that have joined the movie's official MySpace profile and will be assigned to interview talent from the film during the Los Angeles press junket. "This partnership with MySpace provides a unique, never-before-done opportunity to empower the passionate, enthusiastic fan base of the 'Pirates' franchise, allowing them to be the primary champions of the film," said Oren Aviv, Walt Disney Studios president of marketing and chief creative officer.