What with recreational hacking all the rage these days, you'd be hard-pressed to find a movie more ripe for viral marketing than the Americanized version of "The Girl With the Dragon Tattoo." And so we find the Internet confounded by the alleged "bootleg" movie trailer that popped up online over the holiday weekend. It begins with a few shaky frames (as if filmed via camcorder) and rapid-cycles through edits set to Led Zeppelin's "Immigrant Song." Even the film quality is overexposed, as if it's a street-purchased duplicate.
"The Girl With the Dragon Tattoo," if you live under a rock, is the first in the Swedish crime trilogy by Stieg Larsson, which were also made into movies in Sweden. The title refers to the brilliant black-hat hacker of the series, Lisbeth Salander (or "Sanders" in this version), so the possibilities for imaginative viral marketing opportunities are infinite.
Remember the "Why So Serious" viral campaign for "The Dark Knight" — with its myriad websites such as The Gotham Times that were "hacked" by the Joker? "The Dark Knight Rises" is following a similar interactive campaign. Given the non-comic book, "Feel Bad Movie of Christmas" dark nature of "Dragon Tattoo," marketers have the opportunity to be even less obvious about hiding this movie's campaign.
So how can we be sure this fake bootleg is totally fake? As Salon's Drew Grant points out:
Sony has not taken down the ostensibly illegal video, which has garnered over 1,000,000 views since it was uploaded to YouTube by first-time user dobvlvstiuwir on Saturday. The only part of the game that doesn't fit is the website that the trailer directs you to: www.dragontattoo.com just relocates you back to the Sony page.
All the more meta given the ongoing hack attacks against Sony websites and its PlayStation Network. One wonders if this probable hacking spoof is an invitation for more mischief.
More on the annoying way we live now:
- PlayStation Network to return as more hacking threatened
- Hackers attack PBS, post fake 'Tupac still alive' story
- Fake 'Harry Potter' news causes Facebook freakout