Side Effects is is a provocative thriller about Emily and Martin (Rooney Mara and Channing Tatum), a successful New York couple whose world unravels when a new drug prescribed by Emily’s psychiatrist (Jude Law) – intended to treat anxiety – has unexpected side effects.
With this promo kit, press members are challenged to experience the same side effects as the main character, to unlock the mystery behind the film’s secretive plot. By entering the numbers engraved on the “pills” to a special site, receivers of the pack is expected to complete a seven day program in order to watch the full screener of the film.
Each visit to the site unlocks a promotional item (interviews, clips etc.) along with a side effect attached to it. After completing all the steps and each effect, the visitors can watch the full screener of the film without any distractions.
Day 1 – Blurry Vision: In this section, the promotional clips have a blurry image covered with colored spots and an unusual color scheme.
Day 2 – Stillness: This section includes cast interviews with frozen images.
Day 3 – Hearing Loss: The clips in the section have their sounds altered in a way that would simulate a hearing loss.
Day 4 – Confusion: The section includes reverse texts, mouse cursor and images.
Day 5 – Insomnia: This part of the site can only be visited during the night hours.
Day 6 – Speech Difficulty: This is a web cam session where the user tries to have a conversation with Dr. Banks while hearing his own voice as a delayed feedback.
Day 7 – Death: After completing all the effects, the users can watch the full screener of the film without any distractions.