The Institute (2013)

Trailer

IMDB Link

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A documentary on the Jejune Institute, a mind-bending San Francisco phenomenon where 10,000 people became "inducted" without ever quite realizing what they'd signed up for.

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Wiki entry (no spoilers)

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The Institute is a 2013 documentary film directed by Spencer McCall reconstructing the story of the "Jejune Institute", an alternate reality game set in San Francisco, through interviews with the participants and the creators. The game was produced in 2008 by Oakland-based artist Jeff Hull. Over the course of three years, it enrolled more than 10,000 players who, responding to eccentric flyers plastered all over the city, started the game by receiving their "induction" at the fake headquarters of the Institute, located in an office building in San Francisco's Financial District.

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this documentary kind of mimics the project that is the subject because some parts are re-enacted and the person who is telling the story may be part of the project itself as well. there are some parts that look like they were real recordings, like when a participant waits by a phone for a phone call that tells him to dance. after he starts dancing, a street dancer shows up with a boom box playing some electro and starts dancing. then a man in a bigfoot suit joins in (ultimately giving the next clue to the participant)

it's an interesting little doc that's worth 90 minutes just to experience the weirdness