Buzzstorm

"Antimutant" pickets have protested at MTV's Times Square studio and at a tribute to President Clinton. It's all part of a buzzstorm for the X- Men movie, based on the bestselling Marvel comic and opening July 14.

Awards, accolades, reviews, press and endorsements—anything of significant value—can all help stir the buzzstorm.

Everyone involved knew the best way to sell the book was to get people to read it. First up were the people in Scholastic's sales, marketing, and publicity departments, who were blown away and started off the buzzstorm.