Danny Boyle's 'Trance' Launches Viral Marketing Sites


Danny Boyle is probably best known to mainstream audiences as the filmmaker behind the Academy Award-winning drama Slumdog Millionaire, but with Trance, the British director – who brought the world Trainspotting and 28 Days Later before scoring Oscar gold – returns to the world of mind-bending thrillers.

The film stars James McAvoy, Rosario Dawson and Vincent Cassel and centers on an art auctioneer named Simon (McAvoy) who must undergo hypnosis to remember where he hid a priceless work of art. From there, the plot delves further and further into Simon's psyche, as memory and illusion become more and more entangled.

We've already seen both the green-band and red-band trailers for the film, and now the viral marketing campaign for Trance has kicked into high gear with a pair of websites that feature the trailer and a conversation with Boyle about the project as well as a number of intriguing hints regarding what audiences can expect.

Vincent Cassel in 'Trance'

The sites center on the choice of "To Remember" or "To Forget," as mentioned by Dawson's character in the trailer. Upon entering the sites, visitors are greeted with a number of different pieces of mysterious iconography and a series of quick, flashing images, which differ from one site to the next. The intention here is clearly to call to mind the hypnosis sessions featured in the film, as the sites' content is accompanied by words like "Visualize" and "Stimulate" that are aimed to trigger repressed memories.

Upon first glance, the viral marketing is an interesting effort to get the word out about what very well may be one of the more surreal films of 2013. Boyle seems to be going for a similarly dreamlike tone as films like The Cell and Inception, although the overwhelmingly dark imagery in Trance is likely to keep it from achieving the same widespread financial success as the latter film (that final moment in the red-band trailer is particularly haunting).

Regardless, it appears to be another worthwhile entry in Boyle's filmography and a welcome change of pace after the all-too-real 127 Hours.

Are you looking forward to Trance, Screen Rant readers? Let us know in the comments section below.

Trance arrives in theaters on April 5th, 2013.

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