The film will be amazing, based on the trailer that I've seen, but what I think is smart are the series of video journals that are online and available for you to view. Check them out and see what all the buzz is about.
The viral nature of the brand is lending to the success, but the studio is doing a great job of providing the kinds of content and insider information that we want to see. We already know the story, so what is interesting to people like me is how well they adapt it to the screen. Many people have said that this story is un-filmable, but this type of seeding is proving them wrong.