How to kick off your site on no real budget without spamming?

I have a web site (http://www.themovietracker.com) that I launched a few weeks back. I've had previous sites and generally you start out forcing your friends to join and then you slowly work out to other methods (ads, fan pages, etc.) but usually devolves into soliciting random people to check it out. This generally leads to someone accusing you of spamming.

How do you kick off your site, without spamming, and with no real marketing/advertising budget? Please help!