It started innocently enough. Tribune reporter Mark Caro was struck while watching the recent Matt Damon movie The Adjustment Bureau when a phone number without that annonying “555″ phony movie prefix was uttered on screen.
Caro later dialed up 212-664-7665 and sure enough, it rang, but there was no answer. In his article, after sharing the colorful history of real-fake Hollywood phone numbers and the near litigious chaos that ensued when God’s digits were listed in Universal’s 2003 comedy Bruce Almighty as 776-2323, he offers this fascinating tidbit:
It turns out Universal, perhaps having learned from the Bruce Almighty fiasco, bought its very own number with a New York area code. It appeared in the studio’s 2008 movie Definitely, Maybe, in the studio’s 2010 movie Scott Pilgrim vs. the World. And now it’s in The Adjustment Bureau.
This could open up a whole new realm of movie industry metrics. Pretty soon, Hollywood studios could be determining the lasting impact of a new release by the number of inbound calls a fake-real number is receiving.