Girl with the Dragon Tattoo Trailer—Leak or Viral Stunt?

Girl with the Dragon Tattoo Trailer—Leak or Viral Stunt?

Girl with the Dragon Tattoo Trailer—Leak or Viral Stunt?

Brow Beat
Slate's Culture Blog
May 31 2011 10:36 AM

Girl with the Dragon Tattoo Trailer—Leak or Viral Stunt?

On Saturday, a leaked trailer for the David Fincher-directedremake of The Girl with the Dragon Tattoo was posted to YouTube and quickly started bouncing around the Internet. Thehyperkinetic minute-and-a-half clip set to a propulsive, industrial cover of Led Zeppelin's "ImmigrantSong" by Trent Reznor and Karen O was enough to get this Millennium trilogyfan stoked for the film's release in December. The YouTube video appears to havebeen shot surreptitiously in a movie theater, and when it was first releasedviewers figured it had been shot in Europe, where thered-band trailer started screening last week .

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The promise of a contraband teaser might have beenexcitement enough, but the buzz grew even louder as people started speculatingthat the "leaked" video might be a clever viral marketing ploy, a la the Dark Knight Rises campaign thatkicked off a few weeks ago. T he Hollywood Reporter 's Gregg Kilday cited the fact that t he trailerplayed with an American MPAA red band (denoting mature content), despite thefact that it supposedly played in Europe, as well as the highquality of the image and audio.

A Sony spokesperson later told THR that thetrailer was showing in a few theatersin the U.S. , and that the studio believes the leaked copy was shot here. (Thoughif you're still conspiracy-minded, you might ask: If it's not official, why hasn'tthe video been taken down yet?)

If Sony did plan this, the tactic played out brilliantly fansare even more excited now that we've all gotten a chance to feel a bit like super hacker sleuth Lisbeth Salander .And if it didn't, it should thank the buzz gods for a brilliant stroke of luck.

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Nina Shen Rastogi is a writer and editor, and is also the vice president for content at Figment.