![]() In May 2020, after Elon Musk tweeted: “Take the red pill” and Ivanka Trump replied: “Taken!”, Lilly responded pithily: “F*** both of you”. It isn’t hard to find evidence that she and her sister Lilly, who created The Matrix together, have become unhappy with how its meaning has been twisted and reinterpreted. The decision to place the choice between the two pills front and centre in Resurrections’ marketing feels purposeful: a possible attempt by director Lana Wachowski to reclaim the contemporary narrative that surrounds the scene. The film’s website allowed viewers to choose between a red or blue pill, which in turn determined the teaser trailer they’d be shown. ![]() That moment was invoked this week in a viral marketing campaign for The Matrix Resurrections – the fourth film in the franchise – which is set for release this December. “You take the red pill, you stay in wonderland and I show you how deep the rabbit hole goes… remember, all I’m offering is the truth, nothing more.” You wake up in your bed and believe whatever you want to believe,” he says. After explaining to him that he has lived his whole life in a virtual “prison for mind” known as The Matrix – and offering to show him the truth outside of that cage – Morpheus presents him with a pair of colour-coded pills: “You take the blue pill, the story ends. In The Matrix, the 1999 phenomenon that introduced the world to bullet-time fight sequences and briefly made fiddly little sunglasses without arms the height of fashion, Laurence Fishburne’s Morpheus offers Keanu Reeves’s Neo a simple choice. “Given that enthusiasm, and the very nature of what the Matrix story and settings are about, an NFT program seemed perfect,” Lifford adds.It’s one of the most famous scenes in modern film history. Larva Labs, the creator of CryptoPunks and other projects like Meebits, have signed with UTA for film, TV, and gaming representation, while some high-profile NFT owners, like the pseudonymous “0xb1,” have signed with agencies to represent some of their acquisitions. Some of the NFT avatar projects, like CryptoPunks, are seeing examples sold on the open market for the equivalent of millions of dollars, with owners using their avatars across social media platforms and elsewhere. However, the avatar-centric theme of the Matrix project is a differentiator, as the characters consumers will buy aren’t from the movies at all, but rather live in that universe. In October, Lionsgate released NFTs based on the killer traps from the Saw franchise, while ViacomCBS says it is planning to release NFTs based on its film and TV IP. Fox, meanwhile, has already released its first FNT project tied to The Masked Singer, and is planning an animated series, Krapopolis, that will be “curated on the blockchain,” according to the company. NFTs have become a popular experiment for IP owners, with Fox Corp., Lionsgate and ViacomCBS among the companies signing on to NFT projects. “It’s another touchpoint for fans to engage, and another way we can entertain and provide great content.” ![]() “If you think about all the ways fans of content can interact with their favorite characters and stories in 2021 - retail stores, theme parks, social media, collectibles, online shops - digital art and collectibles are certainly on that list now,” she says.
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