In the world of movie advertising, there's a hierarchy involved in choosing which critics to quote on your poster. Ideally, you want Roger Ebert, or someone from the New York Times or Entertainment Weekly -- someone with a lot of name recognition that audiences will respond to. If it's a young, hip film, maybe you prefer raves from a well-known movie website. If your movie is terrible, you can always get one of the quote whores (Earl Dittman, Pete Hammond, Shawn Edwards, etc.) to praise it.

I always thought the pinnacle of desperation was simply making up a critic and attributing lavish quotes to him, as Sony did with "David Manning" in 2000. Now I see that there's a way to go even lower: For its new cross-Canada motorcycle drama One Week, distributor Mongrel Media is quoting random YouTube users. And not just random YouTube users, but random YouTube users who have only seen the film's trailer, not the movie itself.

The film stars Joshua Jackson, who is certifiably Canadian and thus qualified to appear in a movie dedicated to the wonder and majesty of the Great White North. But either none of the critics were kind enough, or else Mongrel didn't want to take its chances showing it to them, because the full-page ad in Toronto's Eye Weekly consists of nothing but quotes from YouTube commenters who liked the trailer and expressed a desire to see the film. The raves include gems such as these:

"I am definitely going to watch this" -- Puttydutty123
"Beautiful, I love Josh" -- Annatorvian
"Hope the weather is nice so I can ride my Norton to the theatre!" -- Aidanchick