Along with tax breaks for Chewbacca impersonators, I’ve always preached that Facebook is for people, and not companies. That’s why when creating a Fan Page on Facebook for a brand, in order to use it to successfully connect with consumers, the content should be about the fans and less about the product.

Some companies and brands have done a good job of this. Dominos, despite their less-than-edible product, has done a pretty good job. Coke’s OK too. Zappos always does well in social media forums. And there are several others (here’s a list of popular ones) that do a good job of providing interesting content or actual incentives and rewards to consumers for staying connected.

Now we’re starting to see more and more film studios launch movies in Facebook. Principally films that appeal to a younger demographic despite the average age-range on Facebook skewing a bit older.  I was reminded of this promotional tactic when I saw a TV commercial for Touchstone Pictures’ forthcoming “When In Rome” flick staring Kristin Bell and Josh Duhamel. The ad said to visit the movie on Facebook.com/WhenInRome.

So I checked it out. Not just because I love a good romantic comedy (“The Shining” is my favorite), but because I wanted to see what Touchstone was offering. And it’s what you’d expect: clips from the film, posts about exclusive screenings, direction to the film’s MySpace page for the 17 non-rednecks left on MySpace, pictures of filming, et al.

But what I kept coming back to was this: Is putting up what amounts to a temporary hub for a film that will probably have a three-week run in theaters a good idea? Or is it simply a sign of the prostitution of Facebook that could inevitably lead to its downfall?

I don’t have the answer and I’d imagine opinions would vary, but I’m curious what the 4.7 people who will read this post think.

Do tell.

P.S. You’re welcome.