Rooney Mara as Lisbeth Salander in the new version of 'The Girl With the Dragon Tattoo'

What began as news of a leaked trailer for David Fincher’s The Girl with the Dragon Tattoo has turned into an Internet-wide debate over movie-marketing gimmicks.

Uploaded to YouTube on Saturday by a European user identified only as “dobvlvstiuwir,” the allegedly bootlegged trailer was at first taken at face value, its appearance breathlessly reported by the media’s most reliable sources.

But by Sunday, after random oddities and inconsistencies led The Hollywood Reporter and CNN.com to suggest that the “leak” was actually a Millenium Triology-inspired publicity effort by the film’s creators, Columbia Pictures/Sony Films, those same sources jumped on the bandwagon. Throwing around words like “conspiracy” and “hoax” — to describe a movie-marketing campaign — even those questioning Sony’s black-hat promotional methods were at the same time fueling its movie tie-in concept.

*Update! The official trailer is now available and it’s after the jump!

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