Love him or hate him, you gotta admit that Michael Moore and the Weinstein brothers are geniuses when it comes to marketing themselves and their products. Compared to them, their enemies in the White House are dum dum dumbbells. Moore and the Weinsteins are at it again with Moore’s latest documentary, “Sicko”, which takes a critical (of course) look at the American health care system. (In short, it sucks; America sucks; but we still refuse to leave.) In place of a massive TV campaign promoting the movie, Moore and the brothers have instead launched a guerilla marketing scheme — by shedding light on a government “investigation” of Moore for taking 9/11 rescue workers to Cuba for medical treatment.

For you see, the U.S. forbids any of its citizens from going to Cuba unless you are a working journalist. (The Bay of Pigs, Castro, Communism, etc.) So everyone who goes to Cuba gets the same letters that Moore and the Weinsteins are bandying about as “the Bush administration targeting them”. I.e. Moore has brilliantly turned a “everyone gets one, you’re not that special” thing into a mega media coup, and has successfully achieved free and “controversial” PR for his movie via the mainstream media.

I tell you, this guy is a genius. Too bad we don’t have him running the War on Terror. This thing could be over in a week.

But let’s get back to the movie. Moore’s latest is “Sicko”, and after its premiere in Cannes, will be released worldwide on June 29th, 2007.

“Sicko” poster and images from Cinematical: