Facebook CEO Mark Zuckerberg is sure doing a brilliant job of “ignoring” David Fincher’s “The Social Network,” the upcoming film that depicts his role in Facebook’s founding in a mostly unflattering light.

Tomorrow, he’s expected to announce a $100 million gift to Newark’s schools on Oprah Winfrey’s program. Though Zuckerberg has been quoted as saying he plans to ignore the movie (which he and Facebook declined to cooperate with) the gift and recent hatchet-job in the New York Times where his authorized biographer attacks “The Social Network” as Zuckerberg’s proxy appear to be part of an unconventional campaign to counter possible negative effects from the movie.

Given that his gift is being announced on the same day “The Social Network” is having its world premiere at the New York Film Festival and a week before the hotly-anticipated flick hits theaters, I think this publicity barrage may well add up to $10 million to the opening weekend gross.

Though the film’s credits say Aaron Sorkin’s script is “based on” Ben Mezrich’s sensationalistic book “The Accidental Billionaires,” Sorkin also draws heavily on documents from legal actions brought against him by four of his former associates (one of them, Eduardo Serverin, who appears to be the primary source for Mezrich’s book, took an undisclosed settlement in April and is now credited as co-founder on the Facebook site).

“The Social Network” is notably less explicit about Zuckerberg’s sex life than the book, though both imply he created Facebook to get even with a woman he was dating and to score with other coeds. Perhaps to ensure a PG-13 rating — and possibly of legal concerns — Jesse Eisenberg’s face is never seen in a scene where we see someone where sandals identical to Zuckerberg’s in the film getting it on with one of these young women in a bathroom stall.