What the Heck is Phoenix Biogenic?

It also included instructions to activate the phone and keep it on waiting for further instructions. (You can read the full letter in the gallery below.)

Of course, I was curious so I turned on the smart phone and noticed there were a bunch of pictures on it, including the wallpaper (picture at left) which was dubbed “Shedding.” The other three pictures were labeled “Lab 1,” “Lab 2” and “Lab 3” and they were indeed pictures of a lab, presumably at Phoenix with clues that it’s where they did these transfers.

We soon realized that this was a promotion for the Tarsem Singh-directed sci-fi thriller Self/less, starring Ryan Reynolds, Sir Ben Kingsley and Matthew Goode, which is described as follows: 

In this provocative psychological science fiction thriller, an extremely wealthy man (Academy Award winner Ben Kingsley) dying from cancer undergoes a radical medical procedure that transfers his consciousness into the body of a healthy young man (Ryan Reynolds). But all is not as it seems when he starts to uncover the mystery of the body’s origin and the organization that will kill to protect its cause.

Matthew Goode indeed plays a character named “Albright” and the film does involve the transfer of consciousness, so Phoenix must be the company that does the procedure.

Self/less will be released by Focus Features on July 31, and they’ve also started a Phoenix Biogenic website as part of this viral promotion which includes a short promotional video that you can watch below. You can read the letter and see the pictures that were on the smart phone underneath.