This trailer executes an effective dramatic assent on several levels. As it builds, the diabolic meaning of “11-11-11″ is revealed, sound scrambles, bits of copy crumble, and demonic imagery flashes by like the figments of a bad head-trip. Altogether, unlike most current horror trailers, it strikes an original style, aside from the expected final shock-beat.
That said, by the end I didn’t give a flying fiend about the protagonist. The religiosity is intriguing, but it’s hard to sympathize with his confusing self-hate — he prays for God to run him down by car. Storytelling 101: we gotta care about our hero.