Is Discussing Your Sex Life Publicly Really the Best Way to Promote Your Film?

What's the best way to revive interest in a '90s horror franchise? If you're Scream 4 stars Courteney Cox and David Arquette, you might think the best marketing strategy involves complaining about your non-existent sex life on national TV and radio -- which coincidentally, has nothing to do with the film you are hawking. Maybe they are onto something, though; appealing to the public's basest interests -- sex and tabloid gossip -- might put asses into seats in spite of a project's mediocre reviews and impertinence. Let's take a look at the former couple's Dirty strategy and see if it's worthy of replicating.

It all started when Arquette, a regular Howard Stern guest, decided to spend the week in the radio host's Sirius studio to promote his Wes Craven film. As you'd expect, the conversations quickly devolved into Arquette describing his recent "dry" trip to Disney World with his ex and Scream 4 co-star. This tale was revisited sporadically through the week, with additional input from Cougar Town co-star Christa Miller, other studio guests, and random callers.

Turning the tables, Courteney Cox volunteered her own version of the Disney World story on the Late Show with David Letterman (video below) on Wednesday night, before finally storming Howard Stern on Thursday morning to set the record straight. In an NSFW interview, Cox described graphically why their relationship -- which was born on the Scream set -- never really worked; it had much to do with Arquette's insatiable sex drive.

In this Charlie Sheen era -- where a massive psychotic breakdown brings you better ratings, a national comedy tour (even if it is ill-fated) and multiple licensing deals -- it has been proven that any publicity is good publicity. (At least for the stars -- not necessarily their children or families.) The question then becomes, "Which stars are willing to peddle their own tabloid gossip for promotional purposes when a box office opening can mean the difference between the rebirth and the death of a career?" With Scream 4, Courteney Cox and David Arquette have clearly stepped over that line in the sand. And though the average Scream 4 reviews might prevent some people from seeing the film this weekend, the potential impact could be negated by the sordid tales of Cox-Arquette sexual intrigue.

Discussing their personal life so graphically in public this week may have been the only shot these two stars had at raising further interest in their movie -- and it may have worked.