From the site:
"Want to spiff up your blog? Don't have a blog and want to get started with some Spider-Man style? All the tools you need are below. For new bloggers on Blogger.com or LiveJournal, these styles and templates will get you off to a quick, fun start. "
The site includes three livejournal styles and 4 icons. Are there any other movies or major marketing campaigns that have done this?