WHAT'S THERE: Like other promotional sites for movies, the new site for Polygram Film Entertainment's "The Game" tests the limits of your browser. But the approach differs in two key ways.
The bulk of the site's content is, appropriately enough, a series of games. Visitors to the site must fill out a questionnaire containing bizarre True/False questions, such as "Clowns make me uncomfortable," in order to play, after which time they're told their application has been rejected.
Then, a day or two later, the visitor is notified by e-mail that their first game is ready, and they are invited to come play one of a series of six fun Shockwave games.
All of this mirrors events from the movie, and the games have strong content tie-in as well. But if you haven't seen the movie, which won't be out until mid-September, this isn't very clear.
Especially the part about rejecting the "applicant." It's an interesting ploy-to turn away visitors and then try to lure them back.
The question is, will it work? With the average attention span of a Web surfer being just under a nanosecond, it might not. And then The Game will truly be up.