Sony Pictures: escape “The Cave”

Sony Pictures is building curiosity around its upcoming movie “The Cave” with a graphically advanced advergame. The site doesn’t say much about the movie, just challenges you to escape The Cave “before it’s too late”. The virtual Cave looks kind of scary, the environment delivers a good experience but the game itself isn’t very engaging.

I looked for information about this movie but I haven’t found anything useful. It doesn’t look like the kind of film I’d like to see, but I was curious to understand Sony’s strategy behind its release, since non content is provided on the official site.
[game via Fuel Games Blog]