Eli Roth on 'The Last Exorcism's' Innovative Viral Marketing Campaign (VIDEO)

Credit goes to filmmaker/actor Eli Roth for one of the best viral marketing campaigns we've seen in some time for his new movie 'The Last Exorcism.' Roth used Chatroulette, a website that pairs strangers for webcam-based conversations, to showcase footage of a young woman undergoing a demonic transformation.

And, although the website is perhaps best known as a place where people show their genitals, the campaign managed to produce several serious scares, Roth said on 'Attack of the Show' (weeknights, 7PM on G4).

"How many stranger's penises did you have to go through before you got to people you could actually scare?" host Kevin Pereira asked.

"There were many," Roth admitted, adding that the campaign has nevertheless gotten over 2 million views in a little over a week.