Usually studios save the whole viral marketing thing for buzz movies or potential blockbusters, but the folks behind Paul Giamatti’s upcoming COLD SOULS seem to be going balls out with this one, solidifying the paradigm shift in the way movies are being marketed. A new website promoting The Soul Storage Company, a fictional organization that will remove and store your soul if “your life is weighing you down” is now online, and it’s pretty elaborate. In the film, Giamatti plays a version of himself who decides to remove his soul and store it until after a much-maligned performance. But this website tries to convince us that such a company actually exists, and frankly, I wish it did. I hate feeling.
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