Woody Harrelson's promo AMA collapses after he dodges every question

Woody Harrelson / Rampart

What happened

Harrelson did an AMA to promote his film Rampart but appeared not to understand the format, repeatedly ignoring users' questions and instead posting a canned plug for the movie and unrelated links. Users accused him of not actually reading the thread, and outlets like Forbes and Observer covered it as an object lesson in promotional AMAs done wrong.

The lesson

Only do an AMA if the talent will genuinely engage in real time; a scripted promotional drop-in reads as disrespectful to the community and generates negative press.