"Documentarian Michael Moore has once again used a personal appeal over the internet to boost the success of his controversial work, highlighting the effectiveness of the web as a promotional tool," PR Week reports. Encouraging people to see his new movie "Bowling for Columbine," Moore's email was sent to thousands on his mailing list and "was widely circulated, especially by film buffs and political activists who support Moore." Moore's movie features PR representatives from Lockheed's Littleton, CO missile plant and K-Mart corporate headquarters. PR Week reports "Bowling for Columbine" is now showing on over 110 screens and has grossed $2.6 million.