This morning, FilmDistrict sent ShockTillYouDrop.com a mysterious wooden box that reads on its lid, "Blood Demands Blood." Inside, a USB drive shaped like a bullet is accompanied by a card that says, "The evidence is in the bullet 12/18 BloodDemandsBlood.com". The flipside of said card reads: "I saw what you did."
When you open the USB's folder, there's a file that directs you to a site with a video that, although currently unavailable, is likely set to launch tomorrow.
There's some speculation as to what film is generating this viral campaign, but Shock has good reason to suspect that it's Spike Lee's Oldboy. The film doesn't hit theaters until October 11, 2013, but it is a FilmDistrict title.
UPDATE:BloodDemandsBlood.com has now gone live and shows that the viral is for Dead Man Down, the March 8 thriller starring Colin Farrell, Noomi Rapace, Dominic Cooper and Terrence Howard. In the film, Victor (Farrell), a professional killer and the right hand man to an underground crime lord in New York City, is seduced and blackmailed by Beatrice (Rapace), a crime victim seeking retribution. Their chemistry and intense relationship leads them to execute a violent and cathartic plan for revenge.