Supporters of homeless people are flooding movies theatres this weekend. They hope to get your attention and that of comedy star Adam Carolla whose new movie “The Hammer” opens this weekend.  Representatives from the website street-people.com have been working around the clock trying to take over the opening weekend of Carolla’s movie in several cities. “Our team has been contacting fans of our site in cities where the movie is opening trying to raise awareness of the movie and take over the theatre with our fans” commented media coordinator for street-people.com Wayne Andrews.

The effort started when Carolla announced a contest on his website to personally call and thank fans who encouraged their friends to go see his new movie during its opening weekend.  This grass roots marketing idea by Carolla to support his movie sparked an idea by the creators of street-people.com.  “The creators are always looking for a chance to raise awareness of the issue of homelessness and street people” added Andrews, “we thought if the readers of our site could get the word out and take over the movie openings we could get Adam’s attention, win that phone call, and encourage him during the call to talk about the site and the issue of homelessness on his show. Getting a recognized celebrity to talk about your cause can have a major impact of an effort.”

Street-people.com garnered attention and criticism when it was launched two years ago from social service organizations and long established agencies that provide services to the homeless due to street-people.com’s biting commentary.  The site bills itself as the “online home for the homeless without the urine smell” and features stories that rail against giving money to panhandlers. “Being panhandled is something everyone that lives in a city understands and is often the most common interaction average people have with the homeless.  Our site is an outlet for that part of our culture showing that some people really need aid and others are just scam artist.” added Andrews.

The team from street-people.com has reached over 100,000 fans in twenty four hours. “We hope this effort will bring new attention to the issue.” said Andrews.  The film opens in selected cities this weekend and the fans of the site have already posted messages on Adam Carolla’s website about the effort to highjack the opening and win the contest to support street-people.com.  The team is now waiting to for Adam’s call.