Viral marketing has become the best way for studios to tease potential audiences about movies that might otherwise be overlooked. A perfect example is the immersive MNU site that heralded the coming of District 9. Now, director Guy Ritchie's latest film, Sherlock Holmes, has gone viral.
When you enter the site, you are shown five blank boxes and left to figure out the password. (Since there are no clues, we don't feel guility telling you that the password is I-R-E-N-E for Irene Adler, Rachel McAdams' character.) A short video plays, a mysterious hooded man explains the "four indispensable conditions" of the magus (which we won't spoil for you), and then you are asked to enter your age and email address. Doing so rewards you with a crypric message.
Well, what else would you expect from the worlds' greatest detective?