Remember that whole “Charlie Charlie Challenge” in which gullible people would try to summon a Mexican demon with an American name? And then even more gullible people told them not to do it because it was tempting Satan?
But wait! If you watch that trailer, it really has nothing to do with the meme. There’s a character named Charlie… and that’s all they have in common. Sure, there’s a brief bit with pencils (like the Vine above), but it may have just been thrown in there after-the-fact to make the trailer seem relevant. (If it’s in the film, I’ll have to take that back.)
More likely than not, the producers saw the #CharlieCharlie trend and are now trying their best to piggyback on it.
It’s not a marketing stunt. It’s just a silly meme that serves as a litmus test for figuring out how gullible people can be.
I only wish I thought of it first.
(Thanks to Meagan for the link)