A new teaser trailer for David Fincher’s upcoming The Girl with the Dragon Tattoo has hit the web. The highly anticipated English-language film adaptation of Steig Larsson’s hit trilogy isn’t slated to hit theaters until December, however, it appears the viral campaign is already taking off.

The teaser, which hit YouTube over the weekend, is purportedly from Europe, where it was allegedly covertly recorded inside a movie theater. After viewing the teaser, however, we echo The Hollywood Reporter’s contention that this isn’t a covert cam job, but part of a greater viral marketing strategy.


Consider the facts:

The trailer contains a red-band MPAA advisory notice before it starts. That’s all well and good, except the MPAA is an American organization, thus, why would that notice be displayed in Europe?
The video footage is off-center and designed to look as if it has been taken inside a theater, however, the sound is clear, and the picture remains in focus.
The washed out colors, apparently a result of “recording inside theater” look post-processed. Take it from someone who has seen hundreds of shaky-camera trailer recordings — this was a professional.
The angles and framing for the final bit of the teaser that starts with “Columbia Pictures” is just too perfect. Moreover, the black levels in the titles match the so-called theater frames perfectly.
For what it’s worth, the website dragontattoo.com, which is promoted in the teaser, currently just redirects to Sony’s official website.

We’re going to go on record and call this a cleverly branded viral video. We can’t wait to watch how the campaign develops, especially as the film nears release.

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