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In an inspired online promotion guaranteed to be warmly embraced by both new parents and gun-control enthusiasts alike, the always-innovative, viral-happy New Line marketing team has has produced the tie-in site Bullet Proof Baby for their upcoming Shoot 'Em Up, where potential moviegoers can dream about purchasing a wide array of consumer goods (toddler-tazers, armored cribs, My First Gas Mask) that might protect their newborn children against the kind of comically hyperbolic violence they'll soon enjoy at their local multiplex. While the site lacks the immersive interactivity of New Line's infamous "Go Down On Paul Walker's Virtual Wife" game, watching a proud mom fire a machine gun at a crib does provide a higher entertainment level overall; and, unlike its misguided Number 23 campaign, at least the baby survives this time.