Edward Norton as Harlan in 'Down in the Valley'

The FIGHT CLUB star sent a group mail to everyone he knew, urging them to see the movie so they can recommend it to others.

The New York Daily News reports Norton, who plays a delusional wannabe cowboy, is afraid the film may fall below the radar without his unusual promotional campaign.

The e-mail reads: "Okay, here it is... the call to arms.

"We're calling on friends and family and fans of the underdog to get out and see it early and to spread the message down the line."