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Roland Emmerich's 2012 Viral - Institute for Human Continuity

November 15, 2008
Source: SlashFilm
by Alex Billington

Institute for Human Continuity

By now we've all seen the teaser trailer for Roland Emmerich's 2012 and got a glimpse of what it's all about. If you don't know what it's actually about, the Mayan calendar predicts that the end of the world will arrive sometime in 2012 - and the movie is about that arrival and what will happen. That of course means there is a lot of potential for some crazy viral marketing - which has actually already kicked off. Thanks to a reader on SlashFilm, we were pointed to a site called Institute for Human Continuity that talks about registering for a lottery to guarantee your survival when the apocalypse comes in 2012.

This viral reminds me a lot of Deep Impact. In fact, the whole movie reminds me a lot of it. We at least know some giant waves are going to cover some mountains. Same sort of thing happened in Deep Impact. And they had a lottery to get into a cave to be one of the saved ones, too. Same sort of concept here.

Institute for Human Continuity

Not much else happens once you register for a lottery number. If you want to keep following this viral, though, I'd definitely register. I'm not very sure where this will go next or how it will continue, but we'll be sure to share any updates we receive. Both this viral and the one for Angels & Demons (also a Sony movie) are only in the very first stage. I'm sure there is plenty more that will be happening over the next eight months before this hits theaters. Plenty more. Register now and stay tuned for updates!

Discover More: Cool Stuff, Hype, Viral Marketing

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Reader Feedback - 18 Comments »


When entering your registration info, the error message that says if you are missing a field (such as when you don't enter your first name) is editable. In fact you can simply write anything in that spot. I find it rather funny that this professional website has such a glaring error. It just goes to show that we're all human.

Kris on Nov 15, 2008


"the Mayan calendar predicts that the end of the world will arrive sometime in 2012"

Actually, the Mayan calendar predicts the end of an era and way of thinking. They predict an apocalypse, which just means "a great revealing." They never say it's the end of the world or mention any sort of global destruction. Of course, that doesn't mean it couldn't still happen or be induced by humans when they go psycho because they have to think a different way - they just didn't predict what most people think they predicted. Also, the exact date is said to be December 21st, 2012, and possibly last for three days. Merry Christmas!

I'm interested to see what they do with this particular campaign once they pick the numbers.

Zso on Nov 15, 2008


Old news.

Jeremy on Nov 15, 2008


Damn, why can't the world end AFTER that Christmas? lol

I don't plan on getting too excited for this movie anyway. A movie version of the Domain series would have made a WAY cooler 2012 story. Certainly more exciting than a big wave washing away some unfortunate monk.

Anybody else know of Domain?

Laser-beak on Nov 15, 2008


Thanks, #5.
Not necessarily big spoilers. Seems like it may or may not be information revealed in the next trailer.

Laser-beak on Nov 16, 2008


It seems like a less creepy The Lottery (by Shirely Jackson) to me.

Sounds good though!

Hyacinth on Nov 16, 2008


What? The spoilers have been CENSORED?! This is an infringement upon our constitutional rights as moviegoers! I cry foul play!!

Laser-beak on Nov 16, 2008


We don't approve of spoilers on this site… nor we do we approve of spamming our comments with links…

Alex Billington on Nov 16, 2008


@#2 - these days if you even think different from everyone else you're considered a nut. We live in a world where kindness is considered "a random act" and is subject to suspicion as opposed to being a natural state of being. It stands to reason that any global change of perspective would cause not only mass hysteria but also mass destruction from ignorant people who can't imagine believing differently from they do. People kill each other over differences of opinion and belief every day and have since the world began. It would indeed mean the end of the world if people were forced to grow a brain and think instead of react.

E on Nov 16, 2008


thank you number 2 I was hopeing someone would say that. and as for you number 9, you sound like one of those ignorant people. if you truly think that the world will come to an end if man kills each other and destroys the land than you really dont know much about history. the earth and nature will overcome anything short of the sun exploding or galexies colliding which will not happen for like the next 5 million years or so.
so dont worry evolution will continue and man, if we so deserve, will re-surface on this world to live again.

tyler on Nov 16, 2008


Tell it how it is, #10.

Laser-beak on Nov 16, 2008


Has anyone just stopped and thought that maybe the Mayans just predicted their own apocalypse, and 2012 just means there won't be any Mayans left?

jasonmd2020 on Nov 16, 2008


Did anyone else notice that their registration numbers were the exact time (well, exact time where the site's clock is from, its -2 hrs from where i am) & date they registered?

ADN on Nov 18, 2008


#10: Make sure to spell-check before flaming someone. It's G-A-L-A-X-I-E-S, and the sun is on course to fail in five BILLION years. And don't call people ignorant. You don't even know what he's talking about. He addresses the impact of a change of global perspective and state of mind, not the impact of the physical end of the world. He also does not say anything about he himself believing it will happen. He only offers his view on what #2 offered, were it to happen. Your rant lands only on the ears of the ACTUAL ignorant. Ignorant meaning you, and #11 for supporting you. Please don't ever contribute to the internet. It's bad enough already without uninformed, illiterate people like you going around telling people they're wrong.

#12: That is a hilariously excellent point.

Guru on Nov 23, 2008


haha i just signed up for the lottery. very cool. this movie is going to be very cool, but i'm hoping it doesn't come true. the commercial shows a tidal wave, but i've been told that it's not based off of tidal waves. this movie is going to be awesome even if it's fiction (most movies are? aren't they?)

A for Awesome on Dec 10, 2008


I believe it.

Yoka·Tang on Dec 11, 2008


It's being directed by Roland Emmerich, so it's going to suck, just like all of his other movies.

anonymousnow on Dec 15, 2008


Yeah #10, a completely random fluke, which was life exploding on earth and creatures evolving from a tiny amoeba in the ocean which in turn evolved in creatures on land and then FINALLY man comes into the pictures after millions and millions and millions and….well et cetera, is sure to happen again if we were wiped out.

Sid on Dec 19, 2008

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