"Shrek 3" has something for everyone: kids, teens, adults, donkeys… even ex-Pythons. Paramount/DreamWorks uses the old politician's axiom, "Be all things to all people" to create a fresh, new, multi-generational experience that is well-worth the visit with lots of video, mixed with behind-the-scenes voice talent interviews, character-themed content sections, and virtual Shrek worlds that are aimed at tiered age groups. The main strength of the "Shrek" site is it gives the user the feeling of being there, of witnessing the creation of "Shrek 3" -- the fun parts, anyway -- and that experience is fresh, fun and makes the site feel very much alive.

Again, the strong themes of character are at play here. Whether in themed content sections or in actor interviews, the focus is always on Donkey, Puss, Shrek and how the characters are brought to life by the artists, writers, animators and actors. If anything, the site feels like the user is at the intersection of fantasy and reality, and that is the true magic of movie marketing.

The take-away: Don't be afraid to pull back the curtain at the beginning of the experience. It's actually better for everyone if the stripper does come out naked once in a while.