Hellboy II is out. Over 25 million people that go to MySpace today and the millions of gamers that come to IGN will see Hellboy. I love the visceral high impact front door take overs, not only because they look amazing, but they are a sure fire way to drive awareness & get butts in seat. As a consumer, if I am a Hellboy fan (which I am not) then it makes me proud to see this sort of ad. If I am not a fan, it makes me wonder if this is the "hot movie" to see. In this execution, IGN took it to another level by creating three versions that the user can interact with.