I don't know about helping the watch experience, but the marketing for The Spy Who Shagged Me was amazing.

It was opening just shortly after what is arguably the most anticipated movie of all time, The Phantom Menace.

So they ran ads all spring where actual camera shot was moving up a Death Star set towards the Emperor's chair, but it was Dr. Evil in the chair. The voice over said, "If you see one movie this summer... see Star Wars, but if you see two, see, Austin Powers: The Spy Who Shagged Me!"

The movie made a fortune, for a comedy, especially "competing" with Star Wars, so it apparently worked.