I've always had problems with MySpace as a vehicle for commercial marketing, but maybe that's just because I'm too old to appreciate the tool for what it is and how it appeals to its target audience.
My gut feeling is that the attempts by businesses to be a member of MySpace to be too transparent of an attempt to appeal to an audience without being part of that audience. (Does that make sense?)
Maybe I'm just an old-timer on the Internet and I "just don't get it" but to me, MySpace is for kids to put up the equivalent of locker decorations and socialize with like-minded people.
Does a movie theater sponsoring a MySpace page by shoehorning information into the blanks meant for people (51 year old female, not looking for children) accomplish anything for the theater?
Does the benefit justify the effort and expense?
Does it extend your brand or dilute it? If it doesn't do the former, it's doing the latter.
Have you ever tried to quantify the results that you're getting from having the MySpace presence? I'd be curious to know if my assumptions are inaccurate and what percentage of your patrons are coming as a result of that presence.
Scott Jentsch
The BigScreen Cinema Guide
www.bigscreen.com 
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