December 11, 2011


As The Dark Knight Rises revved up their viral campaign earlier this week , it overshadowed other movies in the midst of their own marketing. The Dark Knight Rises’ “Operation Early Bird” granted early access to the prologue for people close to specified IMAX theaters and a new trailer is expected to drop on Monday. However, there are other properties that are vying for your attention and your dollars, such as Men in Black 3, The Girl with the Dragon Tattoo, The Darkest Hour and The Hunger Games. Hit the jump for an update on each of these unique campaigns.

The following viral campaigns are all at different stages of the process. Some, like The Darkest Hour, are getting a bit of a late start considering the movie opens on Christmas weekend. Others, like The Girl with the Dragon Tattoo, has been rolling for months, building up anticipation for its December 21st release. Then there is Men in Black 3, which doesn’t open for another five months but has some public relations ground to make up due to their production difficulties.


After we posted the first teaser posters for MIB3, the folks over at MovieViral noticed a hidden link at the bottom. It led to a Facebook account and a linked blog by a supposed 14-year-old who lives in the middle of nowhere with the username BugEyes126. Though there aren’t many posts up on the site as of yet, this is one to keep an eye on. I’m sure more content will be available once the new year hits.

Men in Black 3 stars Will Smith, Tommy Lee Jones, Josh Brolin, Alice Eve and Emma Thompson. It opens in 3D on May 25th, 2012. Click here for all our previous coverage and check back next Monday to see the new trailer.



dragon-tattoo-what-is-hidden-in-snowNext is a viral campaign I’ve been obsessing over for the last month or so. The Girl with the Dragon Tattoo marketing has spanned multiple websites, Twitter accounts, various forms of media and involvement from NIN’s Trent Reznor, in addition to a hundred or so intrepid clue solvers from all over the world. Having wrapped up just yesterday, the campaign had released a clue every day or so (usually in the form of a cryptic Tweet or a photo with a hidden message). The clue was then solved (normally very quickly) by an incredible group of online participants, a clue that was added to the end of one of the websites to show a location where a piece of collectible memorabilia from the movie was waiting.

Yesterday was particularly intense as five prizes were found, including the original one that had gone undiscovered. Among the prizes were framed flowers, a motorcycle helmet and jacket, copies of Millenium Magazine and Mikael Blomkvist’s expose and a VHS recording of a fictional “Hard Copy” episode detailing Harriet Vanger’s disappearance. You can see if your city is holding an early screening here. This was an exceptionally done campaign which I will use as a standard to which all future virals must exceed to impress me. For a comprehensive recap of the campaign’s journey, Twitter user @Mentorless has a fantastic day-by-day blog chronicling the whole thing.

The Girl with the Dragon Tattoo, starring Daniel Craig, Rooney Mara, Stellan Skarsgard and Christopher Plummer, opens on December 21st. Check out all of our previous coverage here.


In a lesser known movie property, the Chris Gorak-directed The Darkest Hour has launched its own version of a viral campaign to generate interest over the next few weeks before it opens on Christmas weekend. FirstShowing (via MovieViral) reported on posters sent to them by Summit that featured warning signs related to the electric creatures in the film. You can check them out below:





The Darkest Hour follows five young people in Moscow who attempt to destroy invading alien creatures that have attacked us through our power supply. The film stars Emile Hirsch, Olivia Thirlby, Joel Kinnaman, Max Minghella and Rachael Taylor and opens Christmas weekend. Click here to see all our previous coverage.


Finally, we have an update from The Capitol from The Hunger Games viral campaign. Previously, the site invited you to register with the Capitol and determine which district you belonged to (which for me was District 10: Livestock…wonderful). Then, in order to help spread the word about The Hunger Games, the Capitol asked its citizens to show some Panem pride and run for Mayor of your respective District…er, Facebook page. Recently, the elections wrapped up and now twelve Facebook users hold the fates of their citizens in their hands. Will they be corrupted by the taste of power or lead a rebellion against the Capitol alongside Katniss Everdeen?

The Hunger Games directed by Gary Ross stars Jennifer Lawrence, Josh Hutcherson, Liam Hemsworth, Woody Harrelson, Stanley Tucci, Lenny Kravitz and Donald Sutherland. It opens March 23, 2012 and you can get caught up on all of our previous coverage here.


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