I've always been a geek, so I've always used the Internet, perhaps at first for autopromotion, as many authors do.
The opening lines of a book are so important. You really need to somehow charm your reader. If you can't get her attention in the first pages, you may have lost her. There has to be an ambience.
Sometimes I get to see a movie that's adapted from a book that I haven't heard about or that I love the movie so much that I will, of course, read the book.