TRON LEGACY Viral Campaign and IMAX Locations Collide in the Pit Cell at Zero Hour

     February 24, 2010


Disney is bombarding the online community with a viral campaign of enormous proportions in anticipation of the upcoming Tron Legacy. Without recapping everything that happened, let me say that the viral site FlynnLives led to another website called Pit Cell, where there is an “exclusive limited event” being advertised in five cities, including New York, Los Angeles, London, Toronto, and Sydney this weekend.

What the hell is the thing for? Who knows? Some have speculated that it might be a screening of the film’s intro a la The Dark Knight viral campaign (perhaps, but doubtful) or the hotly-anticipated trailer (far more likely). Others say that it might even be a trailer of the sequel attached to a special screening of Alice in Wonderland, another Disney film. However, that seems to be debunked since a few of the locations have Avatar (will its influence never end?) screenings scheduled soon after the slated events for Tron Legacy.

For more on the various details of the viral campaign, including why all 25 cities are IMAX capable, some interesting things about the various items that were handed out today, and why there seems to be a binary code running, hit the jump.  Oh, and you can also see the sweet new image in hi-res.

Tron_Legacy_movie_poster.jpgToday saw a scavenger hunt of sorts in 27 locations in 25 cities (Madrid had a fail for some reason, but it still counts) across the globe. “Operatives” in “Flynn Lives” T-Shirts would give the first person to arrive a special cellphone and charger and was told to call a number. They were then sent to a secret location nearby and picked up a package with trading cards and two tokens in a billfold. Our own Matt Goldberg rushed to the Atlanta location, but wasn’t quick enough, as he was “Drop 8.”

They entered in codes at the “Zero Hour” website that revealed small images of the original film that could be flipped over to reveal bits of a large, full-scale picture. Now we can see the image, and it leads to the Pit Cell website. However, that isn’t all. Once the full image is revealed, it appears a binary code of some sort appears on the bottom right, and people have been scrambling to decipher it with no definitive answer at this point.

Harry at AICN says that people are telling him that the binary is a countdown and that at 10 AM CST something is going down in the Austin area. So, keep your eyes peeled tomorrow morning for more news.

Oh, and those 25 cities? Atlanta, Austin, Boston, Chicago, Denver, Las Vegas, London, Los Angeles, Madrid, Minneapolis, Nashville, New York, Orlando, Paris, Philadelphia, Phoenix, Portland, Raleigh, Salt Lake City, San Diego, San Francisco, Seattle, Sydney, Toronto, Washington DC. Check out the other “Zero Hour” site here*, that may suddenly change tomorrow morning.

I must say, if you live in the five locations detailed above, it is best to register now at the FlynnLives website before the tickets are released tomorrow.

New York

AMC Loews Lincoln Square IMAX – Sat., Feb. 27, 10:00AM EST

Los Angeles

IMAX Theatre at The Bridge – Sat., Feb. 27, 2:30PM PST


bfi London IMAX Cinema – Sat., Feb. 27, 1:30PM GMT


Scotiabank IMAX Theater – Sat., Feb. 27, 11:00AM EST


LG IMAX Theatre – Sun., Feb. 28, 10:00AM EDT

Also, read the information below before you think of being clever and recording whatever appears or selling the ticket online.

“Tickets are non-transferable and may not be copied, sold, bartered or otherwise given to anyone else. An official government issued I.D. will be required for admittance. This ticket is an invitation to attend an exclusive event – it pertains only to the person whose name appears in our records. DO NOT bring any recording devices, cell phones, computers, PDAs, or digital cameras to these screenings. Leave them in your cars prior to approaching the IMAX Theaters, as ‘they’ and you will not be allowed in the theater.”

There are still a lot of things unanswered, including the 66 “field operatives” and what is going on with the cellphones that remain. Remember that they came with chargers, so it’s possible they may be receiving further messages.

Also, if any of our readers have the cards, putting them under a black light reveals a cool ghosted image.  Check it out below along with the new image from the film that was revealed today.  You can click on either image to see it in hi-res.


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