"The R-rated trailer has been sort of the biggest marketing thing they could have done," Hill recently said on the AMC program "Sunday Morning Shootout." "The Internet has been the biggest way to get the word out about the movie and what the movie is actually like."

"More traditional media coverage also helped... But the studio had more freedom to advertise online with R-rated and long-form material."

"The Internet played a really big part in it because it gave us an opportunity to see aspects of ('Superbad') that they weren't going to get otherwise and it kind of gave it more of an organic feel," said Bruer.

Sony Pictures uses Integrity:Direct to target age-sensitive marketing to audiences 18 years and older.  To test the age-verification yourself, browse to http://www.sonypictures.com/movies/superbad/

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