“It is coming on January 17 or thereabouts. It is a new and monstrous phenomenon, bound to frighten even the most seasoned of marketing men. Already it is stalking the boardrooms of leading Hollywood studios, unleashing terror. It is the spectre of a film with no name, a film that may prove a peculiar truth in 2008: that the best way to market a product to a young and wired generation is not to market it at all.”