Fincher’s Brilliant Viral Campaign Spreads, Grows And Leaves Us Wondering [UPDATED]
We’re only day 3 in what we can assume will be at least a 40-day run of the most exciting marketing campaign I can remember for a film, and I already feel like it’s time for a sum-up of what we know so far about the feel bad movie of Christmas‘s viral campaign.
So far we’ve had:
- August 20th the tumblr Mouth Taped Shut (MTS) opens, since been posting daily pictures, and sometimes clips of the making of the movie.
- October 10th, Slash Film signaled that MTS has a posted a picture with a hidden link to Come Forth In The Thaw, a moody website that plays Trent Reznor score and shows, every 5 minutes or so, a frame of the movie, at first hidden behind a layer of ice that slowly thaws.
Come Forth In The Thaw might not seem to be much more than a diaporama with a score, but it’s another element that participates to building anticipation and implanting the atmosphere of the movie. When you open the website, you first see this:
It’s the English translation of the Swedish proverb: “Det som göms i snö, kommer fram vid tö.” Now was this proverb mentioned in the books? I would never remember that, so you tell me. But surely there’s a reason why it’s been chosen.
- October 20th MTS uploads a video and hides clues in its taggs. The clues lead us to What Is Hidden In Snow (WIHIS), a website showing a black grid. Thanks to coordinates revealing a location in a city each day, a flower can be found. The first clue was in San Diego but unfortunately nobody had enough time to go find it.
- October 21st The flower is in Los Angeles and this time discovered on time. The grid is updated on WIHIS and now shows that:
Now we’ve assumed so far that there should be 40 flowers to be found, one each day and in a different city. The assumption was reasonably based on the signed card accompanying the L.A. flower, that there’s 40 flowers
in the book and that clue one and two were in two different cities and posted one day apart.
UPDATE: Thanks to Star Nubulo, who spent the weekend hoping MTS would give a new clue over the week-end, and went on to check book 1 again, we know that there was actually 44 flowers sent to Henrik Vanger. Because the card found along with the Los Angeles flower said it was the flower 2 out of 40, I’m keeping my supposition that the 40 small squares are for flowers. Let’s see first if there will be a clue today.
The only problem is that the grid has more than 40 squares on it:
Number 1 and 2 are respectively the San Diego and Los Angeles locations. I randomly put the 38 other numbers in the identical squares. Remain 8 rectangles or bigger squares. Of course, that’s a good news if anything as it means more virals and more surprises for us.
Now the question is when will these enigmas be send out our way to be solved?
The Girl With The Dragon Tattoo will be out on December 21st, that’s 61 days from now. 38 flowers left and 8 more spaces on the grid to be filled, that’s 46 days. Are we supposed to take a day off or does TGWTDT have more in stock for us until the D day?
Let’s hope for the best.
To be continued…
check the archives for a taste of it.