‘A Cure for Wellness’ Is Using a New Kind of Viral Marketing: Fake News

This one goes all the way to the top.
'A Cure for Wellness' Is Using Fake News as Viral Marketing
"A Cure for Wellness"

Since viral marketing is old hat by now, 20th Century Fox has apparently taken a different approach to advertising “A Cure for Wellness”: fake news. That’s according to a Buzzfeed News report, which found that the Gore Verbinski–directed thriller opening this week is utilizing a network of fake-news sites as promotional tools.

READ MORE: ‘A Cure For Wellness’ Review: Gore Verbinski’s Gothic Nightmare Is A Gloriously Demented Dose Of Big-Budget Horror

Buzzfeed reached out to Regency Enterprises, one of the film’s producers, who confirmed the campaign in a statement: “‘A Cure for Wellness’ is a movie about a ‘fake’ cure that makes people sicker,” reads the statement. “As part of this campaign, a ‘fake’ wellness site healthandwellness.co was created and we partnered with a fake news creator to publish fake news.”

The five sites are Sacramento Dispatch, Salt Lake City Guardian, Houston Leader, NY Morning Post and Indianapolis Gazette. A fake story about Lady Gaga planning a tribute to Muslims during her Super Bowl performance has garnered the strongest reaction so far, with tens of thousands Facebook shares, reactions and comments.

READ MORE: ‘A Cure For Wellness’ Super Bowl Trailer: Gore Verbinski’s Creepy New Horror Film Poses as a Pharmaceutical Commercial

Buzzfeed asked Regency follow-up questions, like whether the articles are generating revenue or if they have misgivings about the implications of disseminating false information to promote a movie, but didn’t immediately receive a response. Read the full report here.

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