My advice to studios – hire some internal Internet savvy people and put them on your creative teams. So far, you are failing in this regard. Put one marketer on your writing staff. Hire junior writers to take background character work and use this to strategically infiltrate the Internet with Twitter accounts, blogs, etc. Let your characters live and breathe online (Hint: all of this activity can be optimized as well).
This is what I’ve been preaching for a while. Good to see the idea taking hold.