More than a trailer, director Neill Blomkamp's new video leads fans on a digital treasure hunt for clues about his next movie. It's a game increasing numbers of film-makers are playing(Blomkamp directed District 9)
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Extract:
Social networking encourages a see-and-then-share habit for moviegoers, and it's taken a step further this year – just observe the excitement and commercial reward generated by this year's viral campaigns for Inception and Tron. Yet despite the commercial motivation, most fans appear to be enjoying the shift. Viral movie marketing encourages engagement with cinema, wider conversation and expands the worlds of movies people love. In the case of Blomkamp's new video, far from merely being a trailer for a forthcoming project, the short might be seen as a starting point for a digital egg hunt.
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