I find it hilarious... it was originally to celebrate the "birth day" of HD-DVD, which is cool... but now they are like "ZOMG LETZ TOTILY DU THIS AGAIN IN TEH JUNE WIN IT IS TEH BLIRAY BDAY!@#"... kind of sad.
Personally I wouldn't participate in this kind of stuff anyway since if I want a movie, I WANT THE MOVIE... I am not waiting for a special day to buy movies... I will buy the movie when it comes out.