And now...a word from our sponsors...hold the tomatoes

This just in from Steve Hall over at Adrants about "live" theater commercials at the Orpheum Theater in New York: http://www.adrants.com/2006/05/visit-london-debuts-theatrical-ads.php

My, my, my what will they think of next...

Contrast this with the thinking of Seth Godin and the thought process and level of detailed planning and thinking that goes into permission based marketing strategies: http://www.fastcompany.com/magazine/14/permission.html

Any thoughts on the widely differentiated strategies behind these two aproaches? Which works better in today's marketplace?