Movie previews are so last decade. Sure, a few people might watch your trailer and remember your movie months later when it hits theaters, but wouldn’t it be more effective to create an entire online universe in which your movie is secretly the center of the action, and challenge gamers and hackers and lurkers to discover the truth behind the ominous mystery you’ve placed before them, and to do it all with a veneer of seriousness that makes the participants feel like they’re actually part of something? Well, wouldn’t it?