Roland Emmerich's 2012 teaser trailer has dropped, and right behind it is the wave of viral marketing that I can only imagine will continue to slam our computers like his terrible monk-hating apocalypse. Right now, you can go to the Institute For Human Continuity and register for a lottery number that I assume will be used as a selection system that "the government" uses to decide who lives and who dies. Alas it's still not even as cool as Dharma's tedious quizzes. [Institute For Human Continuity]
viral marketing does not a movie make.
some movies have KICK ASS viral marketing and the movies themselves are shitfests (see: Eagle Eye Free Fall)
and some movies never get the marketing they deserve are are KICK ASS movies..... too many examples to type here.