Remember the Alamo

I've been to the SXSW conference a couple of times but I didn't know Austin was this much fun. I read on Ben McConnell and Jacki Huba's Church of the Customer Blog about an amazing event at the Alamo Drafthouse movie theater. They were holding a special screening of Star Trek II: The Wrath of Kahn along with a 10 minute clip from the upcoming Star Trek movie. TWOK begins and after about 10 minutes the film"breaks". Who walks out on stage? None other than Leonard Nimoy! He suggests that they show the new Star Trek film in its entirety. And that's what happened. It was all just a stunt in order to stage a sneak preview of the new movie. What a great idea and it made me think of what an awesome moment it must have been for those Trekkies when Nimoy came out. Although limited to just the people who were lucky enough to be in that theater at the time, what a dramatic and thoughtful way to reach hard core fans of the Star Trek franchise. I wonder how this might be applied to other brands?