Paramount Pictures is letting people promote its new movie Shooter by allowing them to create their own trailers for the film, according to AdWeek.
The studio has approved 20 film clips as well as music and sound effects that people can use to create trailers using a mash-up site. Once a trailer is created, the site will provide options for the creator to embed the customized trailer on a blog or send the video to friends via email or mobile phone.

Providing approved collateral and encouraging people to play around with it is a tactic companies are finding as a palatable way to tap into the do-it-yourself trend of the internet.

Paramount is using tools from startup Eyespot, which is actually hosting a contest that's plugged on the film's official website. The winner will be awarded an Xbox 360.

Paramount is considering a similar campaign for its teen thriller Disturbia.