Lost amidst reporting on other forms of viral marketing is the fact that apparently Rush Hour 3 is advertising or sort of sponsoring, if you will, Sigalert, which is the coupled slang for the traffic and vehicular smash-up reporting service here in greater Los Angeles county. In addition to a little movie logo on their web freeway map, a couple days ago accidents — noted by differently colored diamonds on the screen — were also marked with a pop-up text card for the movie, in very small print. The latter no more — I guess someone made the point that you don’t want your movie literally associated with horrible accidents. Check it out by clicking here; who knows how long after opening weekend it’ll last.