One of my mantras for digital media is that “The content is the marketing.”

Here’s a great example of that idea in action:

The latest installment in the Jackass Movie franchise, “Jackass 2.5″is to be released exclusively first online and will be free to view. The move by Paramount pictures is being hailed as “the first studio-backed feature film to have its premiere online.”

Of course, in typical Hollywood style, the hype is greater than the reality.

Jackass 2.5 (trailer above) cost $2 million to make and is a one hour long compilation of original material and unseen outtakes from Jackass 2 which hit cinemas in 2006.

So… more of a high end DVD extra.  But still a step in the right direction.

Here’s the trailer for it, if you like that kind of thing:

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