Viral Marketing Begins for Tarsem Singh’s ‘Self/less’

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Self/less viral video
Photo: Focus Features

I absolutely hate the fact Focus is using the backslash in the title for Tarsem Singh‘s new movie Self/less. It’s about as clever as the vanity plate I saw a week ago on a Toyota Prius that read IMIRNMN. Yeah, don’t think so. Nevertheless, I really like Singh’s work, yes, primarily for his visuals, but when he matches the narrative up to those visuals, as he did with The Fall, it really works.

As for Self/less, it’s described as a psychological science fiction thriller, in which an extremely wealthy man (Ben Kingsley) is dying from cancer and undergoes a radical medical procedure that transfers his consciousness into the body of a healthy young man (Ryan Reynolds). But all is not as it seems when he starts to uncover the mystery of the body’s origin and the organization that will kill to protect its cause. Matthew Goode, Michelle Dockery, Natalie Martinez, Victor Garber and Derek Luke co-star.

The film is set for a July 31 release and just below is the first piece of marketing, a viral video promoting the fake outfit “Phoenix Biogenic”, a place “where humanity’s very brightest minds are given more time to fulfill their potential.”

I expect we’ll have an actual trailer soon enough.

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