Wrigley had even embarked on an elaborate marketing campaign involving an alternate-reality game in which more than 600, 000 people participated.

WSJ: Wrigley, Other Gum Makers Seek to Stimulate Gum Sales

The entire thing is actually an elaborate and convoluted put-on that allegedly raises serious questions about fact versus truth, but in reality the movie offers neither.

NEWYORKER: Incident at Loch Ness