Viral Campaign
And now we get to the good stuff, the reason I chose Lovely Molly; all of the extra-curricular material that is available online to tie-in with the film. As was recently done with The Devil Inside and the fabricated 'Rossi Files', Lovely Molly is ingeniously accompanied by a viral video campaign presenting fake documentaries investigating Molly Reynolds' 'Path to Madness'- creating lavish back-stories and crime scene footage whilst attempting to determine the cause of Molly's behaviour. There is plenty here that links back to what we see in the trailer, the shot of the stairwell where Molly's dad was found dead, the screwdriver, and the discovery of a secret room. Not only is this a great way to give potential fans a more rich and detailed story behind the characters in the film it also hints at the crux of the films premise; are the demons that haunt Molly purely psychological or dangerously demonic? This question of course lies at the heart of many great horror films; that terrifying fine line between the real and the imagined. Will Lovely Molly provide the answers to the troubling questions posed in this faux documentary series or will we be left at the end of it being none the wiser? Well, we will have to wait to the 29th of June to find out, reviews so far suggest it does exactly what it says on the tin, packing some tense thrills and intriguing head scratchers along the way.