Recently in the news
http://story.news.yahoo.com/news?tmpl=story&cid=857&ncid=757&e=10&u=/nm/20040917/od_uk_nm/oukoe_film_france
This story is about a French director who is releasing his recently-panned movie for free around France. He is doing this in hopes of gaining fans and gaining distrust towards critics.
Funny thing is, this happened in 1966 with THE KING OF HEARTS. Sadly, the ploy didn't work. It is a shame, especially since it is so highly revered today.