Universal Studios plans to use videos created and distributed by consumers to promote today's DVD release of Dave Chappelle's Block Party, AdWeek writes. The studio is holding a viral video contest, asking contestants to make - and themselves distribute - videos that plead with Chappelle to visit their neighborhood. The top-five videos getting the most views (e.g., via YouTube, blogs or MySpace) will be awarded prizes.

Universal is using video-sharing service Revver to track video plays and provide intelligence regarding the campaign's reach. The company has also worked with Warner Bros. to launch a contest to promote the DVD release of Kiss Kiss Bang Bang, a Shane Black murder-mystery.