They call this the first trailer made out of Gifs, lifting the inspiration and clips from the microsite Letters to India where all sorts of repeated movement occurs in beautiful pictures. Repeated movement is the key here, of course it's not a gif that you will see on Adult Swim this weekend, it's a cinemagraph. Graphics Interchange Format isn't ready for prime-time TV yet.

Selling the idea with the wrong word might rub geeks like me the wrong way, but I'm sure the unsettling effect of repeated movement will entice the right crowd to watch the film.

FOX

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.