A spokesperson for Regency Enterprises, who are producing the film, released a statement: “A Cure for Wellness is a movie about a ‘fake’ cure that makes people sicker.
A Cure for Wellness hits UK cinemas 24 February.
As part of this campaign, a ‘fake’ wellness site healthandwellness.co was created and we partnered with a fake news creator to publish fake news.”
Buzzfeed now reports the marketing campaign for the film created five fake local news sites, inserting promotional references to the film within a string of constructed hoaxes, and alongside ads for the film and for a fictional water brand.