There’s an article in The Hollywood Reporter today (speaking of which, anyone besides me hate their new site layout?) about how viral marketing “has gone positively bubonic.” And I’m glad someone is writing about how annoying it has gotten. Not only is it too common nowadays, but the THR piece discusses how “exhausting” the campaigns are, too, claiming that suddenly following a movie’s marketing feels like doing homework.

After watching the video (above) of an MTV intern’s experience of Monday’s Dark Knight viral marketing stunt, I have to give its puzzling game (which I had mentioned I’m too lazy patient to bother with) a little more credit, yet I still am flabbergasted that so many people are so invested and have so much time to waste that things like this actually work. The thing is, though, that it might only be working for people who are already anticipating the movie being marketed:

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