When it comes to marketing Jack Black Gets Serious:
"Black has also been heavily involved in the marketing of the film, contributing to podcasts and filming confessionals on the set before even making the press rounds. It's just somebody in marketing at Paramount was like, 'All the kids are watching the iTunes iPodcasts. We need to get in on the latest technological way to...' "
Do you sell to the kids? Are you podcasting? Guess what, it's not about the technology it is about the authenticity. That's why Jack Black is popular even before the podcasts, it just helps his case.
That's also why blogs are popular, but only if they are made by a real person that has something interesting to say.