This morning, fresh out of the daze of the morning commute to work, I encountered the promotional campaign for the Edmonton Film Festival. The marketing company had set up a red carpet blocking access to the elevators, which meant everyone coming into work had to pass through a gauntlet of marketroids. I thought I could just duck my head down and motor on through, but it was not to be. They assaulted me with newspapers, cameras, a cacaphony of questions ("How does it feel to find out about the film festival?" "Is it true you were seen with...", etc), and - of all the weird things - bottles of popcorn seasoning salt. I was, quite honestly, a little dazed, and wondered why my recent film was doing so well.