간글 :
Sony Pictures (via its subsidiary Columbia Pictures) engaged in what critics and scientists deemed a form of "psychological warfare" through its highly controversial alternate reality gaming (ARG) and viral marketing campaign for the 2009 disaster film [2012](https://en.wikipedia.org/wiki/2012_%28film%29). The strategy deliberately blurred the lines between fiction and reality, weaponizing the real-world "2012 phenomenon" and Mayan apocalypse anxiety to spark widespread public panic. [1, 2, 3, 4]
The primary elements of this aggressive promotional campaign and the subsequent backlash include:
## 1. The Fake "Institute for Human Continuity" (IHC)
Sony built a highly sophisticated, official-looking website for a fictional organization called the [Institute for Human Continuity](https://sony.fandom.com/wiki/2012_%28film%29). [2]
* The "Scientific" Claim: The website featured fabricated charts and false data claiming that earth scientists had confirmed a 94% probability of global destruction in 2012. [3, 5]
* The Global Survival Lottery: The site actively encouraged millions of internet users to register for a "lottery number" to secure a spot in a secret government rescue operation (the "arks" featured in the film). [1, 5]
* Targeting Trust: The site omitted references to Sony, Columbia Pictures, or the movie itself, presenting itself entirely as a genuine global humanitarian entity. [6, 7]
## 2. "Google 2012" and Media Roadblocks
The studio deployed aggressive real-world advertising designed to disrupt everyday media consumption and hijack organic search traffic. [8, 9]
* Hijacking Search Engine Results: Early trailers simply displayed a catastrophic tsunami alongside the prompt "Google 2012." Because Sony had not yet bought the search term, users searching for it were dropped straight into real-world, fringe conspiracy theories, reinforcing the validity of the apocalypse. [6, 9]
* The Television Roadblock: In October 2009, Sony purchased a coordinated, multi-million dollar two-minute "roadblock" ad spot. It aired footage of the global cataclysm simultaneously across ABC, NBC, CBS, and 89 major cable networks, effectively blanketing 90% of all active Ame
2026-09-03 01:24:07