You remember the viral strategic campaign well, my friend! I was so incredibly hyped for this movie to come out. For me, the fact that everything was so vague and unclear made it so much more interesting. We humans are very curious by nature. Always wanting to know more and not be left out of the informational loop. It's an embedded emotion that works on a number of different levels. Even right down to watching a movie. It's such a clever play on our intrinsic attributes.

Give it a looksee if you get the chance, buddy. :)