CLOSE
Original image

A Beginner's Guide to Alternate Reality Games

Original image

In the credits on a poster for the Steven Spielberg film A.I. was a mysterious job title: "Sentient Machine Therapist - Jeanine Salla." Some curious folks did a web search for this woman and found themselves involved in a murder mystery that included messages hidden in movie trailers, bizarre websites, strange phone numbers, and angry emails from fictional people. It was all part of a revolutionary marketing scheme that has since become known as an Alternate Reality Game, or "ARG." While there are a few ARGs that weren't designed to market a new product, most are conceived to blur the line between our world and the fictional world of the movie, TV show, video game, record album or book that is being promoted. Some ARGs are purely online affairs, but the most exciting ones bleed over into the real world, providing players with a genuine adventure experience.

For example, in the ARG for The Dark Knight, a few lucky players visited participating bakeries and bought cakes that had been reserved for "Robin Banks." Written in the icing was a phone number. When the player dialed the number, a cell phone hidden inside the cake began to ring. As the campaign went on, these players received text messages, recorded voice messages, and were instructed to call numbers to gain further access to the game's many puzzles.

How do I get in the game?

This all sounds like a lot of fun, but getting in on Alternate Reality Games is not always easy. Often they are underground campaigns launched without a press release, adding to the intrigue and making players feel like they're in on a secret. Therefore, one of the first hurdles is finding what are called "trailheads"—websites that lead the player "down the rabbit hole" and into the ARG world.

Like the A.I. game, one of the most common ways to find ARGs is to look closely at promotional materials like posters or TV commercials to find repeated phrases or hidden messages. But it's much easier to let someone else do that and simply monitor sites where fans of the show, band or movie congregate. For example, it was on a Nine Inch Nails forum that a fan first told of finding a USB flash drive in the bathroom at a concert. On the drive was a new track from the band and a message to check out a special web address.

What if I get stuck?

Once you've found a trail, the game producers, or "puppetmasters," present puzzles that you will have to solve to reach the next level of the game. But figuring out each step is where things really start to get difficult. If you get stuck, you'll be happy to know there are websites dedicated to ARGs, including argn.com, despoiler.org, wikibruce.com, and unforum.net, where player groups, or "collective detectives," gather to hash out the latest riddles. This brings a wide variety of skills together to solve a common problem, forcing game producers to be more inventive in creating complex, exciting, and engaging puzzles.

What are some games going on right now?

1. topsecretconspiracy.com

If you head over to topsecretconspiracy.com, you'll see poorly made videos of aliens starting California wildfires, fake alien coins created by the U.S. Mint and video from a science fiction convention where fans are interviewed about the government's alien conspiracy. That all sounds like pretty typical stuff for a UFO site, right? But look closely at the paperbacks for sale at this sci-fi convention and you'll notice that the some of the book covers feature the stars of the upcoming animated film Monsters vs. Aliens. Did I mention that the website is owned by Pacific Data Images, which is part of Dreamworks Animation, the company behind the film?

2. The 39 Clues
A new ARG has emerged that's tied to a kids' book series, The 39 Clues. The books, written by some of the top names in young adult literature, include trading cards with unique identification numbers that readers can enter into an accompanying website and gain valuable clues to solve the mystery plot at the center of the 10-book series. To help young sleuths gather clues, additional trading cards are sold separately. With a $10,000 prize going to the first person to solve the mystery, even non-readers might pick up a book or two, which is never a bad thing.

3. Stop the International
stopinternational_money.jpg

If you're interested in grand theatricals, Stop the International is a tie-in game for an upcoming film starring Clive Owen. Players can go to the website and enter the serial number of any paper money in their pockets to learn the bill's sordid history in the hands of international drug dealers and money launderers. But by following clues on the site, some players have already met with real people in public places like the Guggenheim Museum in New York City, where the mysterious contact tells them the hidden location of special $2 bills whose serial numbers lead to a special section of the website. It's rumored the game is being run by 42 Entertainment, the puppetmasters behind many influential ARGs (including the Dark Knight game), so if you want to get in on a major ARG, this might be the one.

4. Coraline
As mentioned before, most ARGs are released with barely a whisper. Other times, though, they'll start with a bang. Such is the case with an ARG surrounding the soon-to-be-released film Coraline. The stop-motion film from the people who brought you The Nightmare Before Christmas is coming to theaters this February, but the marketing campaign recently began with the delivery of gorgeous handmade boxes to various people around the world. Inside each box are items that look like they belong in the world of the haunting film, as well as an old fashioned key with a small note attached by a string. By visiting the movie's official website and typing in the keyphrase written on the note, players are able to see behind-the-scenes footage of the making of the film. Fifty of these boxes are being sent out and the passwords are being collected at various ARG sites, most notably Evil Buttons.

5. Traces of Hope
tracesofhope.jpg

For the most part, ARGs are all fun and games, but "Traces of Hope" is an ARG designed by the British Red Cross that is hoping to change that. While the game is fun, it's also meant to shed some light on the real-life struggles of those in war-torn regions of the world. You play the role of humanitarian Alan Hackston as he attempts to help Joseph—a survivor of war in Northern Uganda who is wandering around a Red Cross refugee camp in search of his mother. He has been given a satellite phone that you can use to track his location around the camp and direct him to various Red Cross services. Many interactions with Joseph are handled via an instant messenger feature, but you will also receive emails and video messages, and you can visit websites like LinkedIn and Flickr to gain additional information to aid him in his quest. It's a game with a message and might very well be the next stage in the evolution of the ARG.

6. StreetWars
If the notion of hidden messages on movie posters and cell phones planted in cakes is all just a little too unrealistic for you, StreetWars is a slightly different take on ARGs. Rather than play the game online, it gives people the chance to live out their wildest dreams as hired assassins stalking their prey through the streets of New York, London, San Franciso, and a handful of other cities worldwide. Once a person has joined the game they are given an envelope containing a photo and contact information for their target. From there, the assassins begin the hunt, "killing" one another with a blast from water pistols, usually when the target least expects it. As hitmen make their kills, they take on the intended targets of their victims, narrowing down the playing field until only one assassin remains. And that's when the big guns come in "“ the masterminds of the StreetWars game come to town and attempt to take out the last man standing. The next game starts in June.
* * *
While ARGs are undoubtedly an exciting new tool in a marketing company's bag o' tricks, many question if the advertising message is really getting through to the consumer, or if this is all just a waste of resources that could better be used on other, more effective media outlets. Only time will tell the viability of ARGs. But for now, get involved and have some fun playing in another world for a little while.

Rob Lammle is an occasional contributor to mentalfloss.com. You can read more of his work on his own site, spacemonkeyx.com.

Original image
Gramercy Pictures
arrow
entertainment
20 Facts About Your Favorite Coen Brothers’ Movies
Original image
Gramercy Pictures

Ethan Coen turns 60 years old today, if you can believe it. Since bursting onto the scene in 1984 with the cult classic Blood Simple, the younger half of (arguably) the most dynamic moviemaking sibling duo in Hollywood has helped create some of the most memorable and quirky films in cinematic history, from Raising Arizona to Fargo and The Big Lebowski to No Country For Old Men. To celebrate the monumental birthday of one of the great writer-directors of our time (though he’s mostly uncredited as a director), here are some facts about your favorite Coen brothers’s movies.

1. THE COENS THINK BLOOD SIMPLE IS “PRETTY DAMN BAD.”

Fifteen years after Blood Simple’s release, the Coens reflected upon their first feature in the 2000 book My First Movie. “It’s crude, there’s no getting around it,” Ethan said. “On the other hand, it’s all confused with the actual process of making the movie and finishing the movie which, by and large, was a positive experience,” Joel said. “You never get entirely divorced from it that way. So, I don’t know. It’s a movie that I have a certain affection for. But I think it’s pretty damn bad!”

2. KEVIN COSTNER AND RICHARD JENKINS AUDITIONED FOR RAISING ARIZONA.

Kevin Costner auditioned three times to play H.I., only to see Nicolas Cage snag the role. Richard Jenkins had his first of many auditions for the Coens for Raising Arizona. He also (unsuccessfully) auditioned for Miller's Crossing (1990) and Fargo (1996) before calling it quits with the Coens. In 2001, Joel and Ethan cast Jenkins in The Man Who Wasn't There, even though he had never auditioned for it.

3. THE BROTHERS TURNED DOWN BATMAN TO MAKE MILLER’S CROSSING.

After Raising Arizona’s success established them as more than one-hit indie film wonders, the Coens had some options with regard to what project they could tackle next. Reportedly, their success meant that they were among the filmmakers being considered to make Batman for Warner Bros. Of course, the Coens ultimately decided to go the less commercial route, and Tim Burton ended up telling the story of The Dark Knight on the big screen.

4. BARTON FINK AND W.P. MAYHEW WERE LOOSELY BASED ON CLIFFORD ODETS AND WILLIAM FAULKNER.

The Coens acknowledge that Fink and Odets had similar backgrounds, but they had different personalities: Odets was extroverted, for one thing. Turturro, not his directors, read Odets’ 1940 journal. The Coens acknowledged that John Mahoney (Mayhew) looks a lot like the The Sound and the Fury author.

5. THE COENS'S WEB OF DECEPTION IN FARGO GOES EVEN FURTHER THAN THE OPENING CREDITS. 

While the tag on the beginning of the movie reads “This is a true story. The events depicted in this film took place in Minnesota in 1987,” Fargo is, by no stretch of the imagination, a true story. During the film's press tour, the Coens admitted that while not pinpoint accurate, the story was indeed inspired by a similar crime that occurred in Minnesota, with Joel stating “In its general structure, the film is based on a real event, but the details of the story and the characters are fictional.”

However, any and all efforts to uncover anything resembling such a crime ever occurring in Minnesota come up empty, and in an introduction to the published script, Ethan pretty much admitted as much, writing that Fargo “aims to be both homey and exotic, and pretends to be true." 

6. THEY WANTED MARLON BRANDO TO PLAY JEFFREY LEBOWSKI.

According to Alex Belth, who wrote the e-book The Dudes Abide on his time spent working as an assistant to the Coens, casting the role of Jeffrey Lebowski was one of the last decisions made before filming. Names tossed around for the role included Robert Duvall (who passed because he wasn’t fond of the script), Anthony Hopkins (who passed since he had no interest in playing an American), and Gene Hackman (who was taking a break at the time). A second “wish list” included an oddball “who’s who," including Norman Mailer, George C. Scott, Jerry Falwell, Gore Vidal, Andy Griffith, William F. Buckley, and Ernest Borgnine.

The Coens’ ultimate Big Lebowski, however, was the enigmatic Marlon Brando, who by that time was reaching the end of his career (and life). Apparently, the Coens amused themselves by quoting some of their favorite Jeffrey Lebowski lines (“Strong men also cry”) in a Brando accent. The role would eventually go to the not-particularly-famous—albeit pitch-perfect—veteran character actor David Huddleston. In true Dude fashion, it all worked out in the end.

7. JOEL COEN WOOED FRANCES MCDORMAND ON THE SET OF BLOOD SIMPLE.

Coen and McDormand fell in love while making Blood Simple and got married a couple of years later, after production wrapped. McDormand told The Daily Beast about the moment when she roped him in. “I’d only brought one book to read to Austin, Texas, where we were filming, and I asked him if there was anything he’d recommend,” she said. “He brought me a box of James M. Cain and Raymond Chandler paperbacks, and I said, ‘Which one should I start with?’ And he said, ‘The Postman Always Rings Twice.’ I read it, and it was one of the sexiest f*ckin’ books I’ve ever read. A couple of nights later, I said, ‘Would you like to come over and discuss the book?’ That did it. He seduced me with literature. And then we discussed books and drank hot chocolate for several evenings. It was f*ckin’ hot. Keep it across the room for as long as you can—that’s a very important element.”

8. O BROTHER, WHERE ART THOU? WAS ORIGINALLY INSPIRED BY THE WIZARD OF OZ.

Joel Coen revealed as much at the 15th anniversary reunion. “It started as a 'three saps on the run' kind of movie, and then at a certain point we looked at each other and said, 'You know, they're trying to get home—let's just say this is The Odyssey. We were thinking of it more as The Wizard of Oz. We wanted the tag on the movie to be: 'There's No Place Like Home.’”

9. THE ACTORS IN FARGO WENT THROUGH EXTENSIVE TRAINING TO GET THEIR ACCENTS RIGHT.

Having grown up in Minnesota, the Coens were more than familiar with the idiosyncrasies of the “Minnesota nice” accent, but much of the cast—including Frances McDormand and William H. Macy—needed coaching to get the intricacies right. Actors were even given copies of the scripts with extensive pronunciation notes. According to dialect coach Larissa Kokernot, who also appeared as one of the prostitutes Gaear and Carl rendezvous with in Brainerd, the “musicality” of the Minnesota nice accent comes from a place of “wanting people to agree with each other and get along.” This homey sensibility, contrasted with the ugly crimes committed throughout the movie, is, of course, one of the major reasons why the dark comedy is such an enduring classic.

10. NICOLAS CAGE'S HAIR REACTED TO H.I.'S STRESS LEVEL IN RAISING ARIZONA.

Ethan claimed that Cage was "crazy about his Woody Woodpecker haircut. The more difficulties his character got in, the bigger the wave in his hair got. There was a strange connection between the character and his hair."

11. A PROP FROM THE HUDSUCKER PROXY INSPIRED THE MAN WHO WASN’T THERE.

A bit of set dressing from 1994’s The Hudsucker Proxy eventually led to 2001’s The Man Who Wasn’t There. In a barbershop scene, there’s a poster hanging in the background that featured a range of men’s hairstyles from the 1940s. The brothers liked the prop and kept it, and it’s what eventually served as the inspiration for The Man Who Wasn’t There.

12. GEORGE CLOONEY SIGNED ON TO O BROTHER, WHERE ART THOU? BEFORE EVEN READING THE SCRIPT.

The brothers visited George Clooney in Phoenix while he was making Three Kings (1999), wanting to work with him after seeing his performance in Out of Sight (1998). Moments after they put their script on Clooney’s hotel room table, the actor said “Great, I’m in.”

13. A SNAG IN THE MILLER’S CROSSING SCRIPT ULTIMATELY LED TO BARTON FINK.

Miller’s Crossing is a complicated beast, full of characters double-crossing each other and scheming for mob supremacy. In fact, it’s so complicated that at one point during the writing process the Coens had to take a break. It turned out to be a productive one: While Miller’s Crossing was on pause, the brothers wrote the screenplay for Barton Fink, the story of a writer who can’t finish a script.

14. INTOLERABLE CRUELTY IS THE FIRST COEN MOVIE THAT WASN’T THE BROTHERS’ ORIGINAL IDEA.

In 1995, the Coens rewrote a script originally penned by other screenwriters, Robert Ramsey, Matthew Stone, and John Romano. They didn’t decide to direct the movie, which became Intolerable Cruelty, until 2003.

15. THE LADYKILLERS WAS WRITTEN FOR BARRY SONNENFELD TO DIRECT.

The Coens effortlessly jump from crime thriller to comedy without missing a beat. So when they were commissioned to write a remake of the British black comedy The Ladykillers for director Barry Sonnenfeld, it seemed to fall in line with their cinematic sensibilities. When Sonnenfeld dropped out of the project, the Coens were hired to direct the film.

16. BURN AFTER READING MARKED THE FIRST TIME SINCE MILLER’S CROSSING THAT THE COENS DIDN’T WORK WITH THEIR USUAL CINEMATOGRAPHER, ROGER DEAKINS.

Instead, eventual Academy Award-winner Emmanuel Lubezki acted as the director of photography. The Coens would work with Deakins again on every one of their films until 2013’s Inside Llewyn Davis.

17. IT TOOK SOME CONVINCING TO GET JAVIER BARDEM TO SAY “YES” TO NO COUNTRY FOR OLD MEN

Though it’s hard to imagine No Country for Old Men without Javier Bardem’s menacing—and Oscar-winning—performance as antagonist Anton Chigurh, he almost passed on the role. “It’s not something I especially like, killing people—even in movies,” Bardem said of his disdain for violence. “When the Coens called, I said, ‘Listen, I’m the wrong actor. I don’t drive, I speak bad English, and I hate violence.’ They laughed and said, ‘Maybe that’s why we called you.”’

18. PATTON OSWALT AUDITIONED FOR A SERIOUS MAN.

Patton Oswalt auditioned for the role of the obnoxious Arthur Gopnik in A Serious Man, a part that ultimately went to Richard Kind. Oswalt talked about his audition while appearing on Marc Maron’s WTF podcast, in which it was also revealed that Maron was being considered for the lead role of Larry Gopnik (the role that earned Michael Stuhlbarg his first, and so far only, Golden Globe nomination). 

19. THE CAT IN INSIDE LLEWYN DAVIS WAS “A NIGHTMARE.”

Ulysses, the orange cat who practically stole Inside Llewyn Davis away from Oscar Isaac, was reportedly a bit of a diva. "The cat was a nightmare,” Ethan Coen said on the DVD commentary. “The trainer warned us and she was right. She said, uh, "Dogs like to please you. The cat only likes to please itself.’ A cat basically is impossible to train. We have a lot of footage of cats doing things we don't want them to do, if anyone's interested; I don't know if there's a market for that."

20. THE COEN BROTHERS PROBABLY DON’T LOVE THE BIG LEBOWSKI AS MUCH AS YOU DO. 

We’re assuming the Coen Brothers are plenty fond of The Dude: after all, he doesn’t end up facing imminent death or tragedy, which is more than most of their protagonists have going for them. But in a rare Coen Brothers interview in 2009, Joel Coen flatly stated, “That movie has more of an enduring fascination for other people than it does for us.”

Original image
Wikimedia Commons // Public Domain
arrow
Art
‘American Gothic’ Became Famous Because Many People Saw It as a Joke
Original image
Wikimedia Commons // Public Domain

In 1930, Iowan artist Grant Wood painted a simple portrait of a farmer and his wife (really his dentist and sister) standing solemnly in front of an all-American farmhouse. American Gothic has since inspired endless parodies and is regarded as one of the country’s most iconic works of art. But when it first came out, few people would have guessed it would become the classic it is today. Vox explains the painting’s unexpected path to fame in the latest installment of the new video series Overrated.

According to host Phil Edwards, American Gothic made a muted splash when it first hit the art scene. The work was awarded a third-place bronze medal in a contest at the Chicago Art Institute. When Wood sold the painting to the museum later on, he received just $300 for it. But the piece’s momentum didn’t stop there. It turned out that American Gothic’s debut at a time when urban and rural ideals were clashing helped it become the defining image of the era. The painting had something for everyone: Metropolitans like Gertrude Stein saw it as a satire of simple farm life in Middle America. Actual farmers and their families, on the other hand, welcomed it as celebration of their lifestyle and work ethic at a time when the Great Depression made it hard to take pride in anything.

Wood didn’t do much to clear up the work’s true meaning. He stated, "There is satire in it, but only as there is satire in any realistic statement. These are types of people I have known all my life. I tried to characterize them truthfully—to make them more like themselves than they were in actual life."

Rather than suffering from its ambiguity, American Gothic has been immortalized by it. The country has changed a lot in the past century, but the painting’s dual roles as a straight masterpiece and a format for skewering American culture still endure today.

Get the full story from Vox below.

[h/t Vox]

SECTIONS

arrow
LIVE SMARTER
More from mental floss studios