"Michael Humphrey (Forbes) : « The key piece of content innovation for me [in Prometheus' social marketing campaign] is the future TEDTalk (the unlocking system is cool but not all that new). For TED, there is another level of production — writing, acting, staging, editing, etc. — that goes beyond anything in the film. It flows from the story, contextualizes it, blurs the line of creation and audience, for the sake of the story and not just the marketing (although that’s the impetus for now)… Being willing to spill your central resources beyond the movie itself is, while not entirely unique, awfully rare and perhaps pivotal. »"