Challenging the good eye of fans in getting new features on the official site of "The Dark Is Rising", Fox-Walden has come up with an unusual, but exciting cross-media campaign for the upcoming movie.
The studio has placed hidden signs in all of the marketing materials like the trailer, posters, lenticulars, and banners for the film that will unlock exclusive content at the site when being entered in the correct sequence.
It is reported that the content include features consisting of exclusive clips, interviews with the actors, stills, b-roll, concept art, costume design sketches, and ring-tone, among others. For an initial help, a user at YouTube has given information where in the trailer the correct sequence of signs is flashed.
Based on Susan Cooper's high fantasy five-book series, "Rising" follows the journey of a teenager after he discover his true identity as the last of a group of warriors who have spent their lives fighting against evil. Filming was carried out at MediaPro Studios in Buftea, Romania where cinematographer Joel Ransom reconstructed a 13th century chapel built to surround the actors so he could use 360-degree camera sweeps in the locations to represent time travel sequences.