The Fleeting New Teaser for Nuclear Fallout Flick ‘The Divide’

Published on May 21st, 2010
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Written by Michael Dance
MichaelDance@TheCinemaSource.com

It’s getting harder and harder for movie ad campaigns to drum up excitement when the internet bombards us with hype every day.  You’ve got a red-band trailer?  Superbad‘s was funnier.  A viral game?  Dark Knight did it better.  Video diaries available exclusively online?  Yawn.

R&D Films may have just come up with something new: they’re posting a teaser for their new movie The Divide, directed by Hitman‘s Xavier Gens and starring an ensemble cast which includes Milo Ventimiglia and Rosanna Arquette — but making it available for 24 hours only.  Then it disappears.

The fatal flaw in this plan, of course, is that crafty internet users will be able to download the streaming video, then upload it somewhere else, making it available to anyone, any time (sort of like we did below).  But maybe that’s not a flaw at all — R&D can drum up initial publicity today with their gimmick, and then let curious surfers seek out the teaser themselves in the days ahead.  Hype: built.

Anyway, check it out.  It’s pretty cool:

Reminds me quite a bit of The Twilight Zone episode “The Shelter” — and sci-fi fans more well-versed than I can probably drum up plenty of other examples, too.  But the mood and the cinematography of this teaser are impressive — enough to pique my curiosity, certainly.

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