What psychological marketing technique was famously used in the 2016-2017 promotional campaign for 'Split' to drive audience interest and word-of-mouth?

In the competitive world of film and television, understanding consumer behavior is crucial for successful marketing campaigns. Studios invest millions in research to determine what drives audience decisions, from trailer design to release timing. This poll tests your knowledge of how psychological principles are applied in film marketing to influence viewer choices and create box office hits. Do you know what makes audiences choose one film over another?

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Limited information strategy: deliberately concealing the film's major twist to create mystery and discussion
Sensory marketing: releasing scented promotional materials that triggered suspense-related emotions
Reciprocity principle: offering free limited-edition merchandise to early ticket purchasers
Social proof technique: publishing fabricated positive reviews from 'test audiences' before release