Room 237 Cover Art
Room 237 Cover Art

The story behind the DVD cover for the documentary 'Room 237' is intriguing enough that it could theoretically warrant its own a behind-the-scenes conspiracy theory documentary. The film, which explores the numerous conspiracy theories about the hidden meanings within Stanley Kubrick's "The Shining," was released in theaters and on VOD last spring, and it's coming out on Blu-ray and DVD on September 24.

"Room 237 is one of the most talked about films of the year and we thought it would be fun to try to capture some of the discussion that took place in a new and unusual way in the DVD art," explained Jonathan Sehring, president of IFC Entertainment, the film's distributor.

The yellow DVD cover features a key hole cut-out that lets you peek at the "secret," cryptic conversation inside (behind closed doors!). The conversation just happens to be a Twitter discussion from last May started by "Looper" filmmaker Rian Johnson about "Room 237." Johnson tweeted, "Probably shouldn't admit how much I think Room 237 illustrates the way movies we love should be watched," prompting a discussion about the film and how movies we love should be watched-- as well as some criticisms of the film, directed by Rodney Ascher.

"ROOM 237 is all about unlocking secrets and hidden meanings, and we wanted to mirror that experience with the film’s home video release, from its extensive bonus features to its unique packaging," said Wyatt Ollestad, head of Marketing, MPI Media Group.

The cover of the DVD featuring the Twitter conversation about the film and its various far-fetched theories then prompted yet another Twitter conversation, which will, in turn, inspire another DVD cover, perhaps? We say it's all a conspiracy!

Here is the Tweet that started it all. Check out the entire discussion below: