GIFs continue to grow in popularity even as new services like Vine vie for attention. They are being adopted as a new form of promotion, with Cinemax turning an episode of its new show Banshee into a series of animated GIFS, and now Fox Searchlight creating an all-GIF promo for the new movie Stoker.

Directed by cult Korean filmmaker Park Chan-wook, Stoker is a mystery thriller starring Mia Wasikowska, Nicole Kidman, and Matthew Goode. As letters play a large part in the plot’s intrigue, Fox Searchlight set up the microsite ‘Letters To India‘ where visitors can check out exclusive shots and animations from the movie.

Each GIF can be shared on Facebook, Twitter, and Tumblr, and the site has been updated each week with a new exclusive animation. As these GIFs proved popular, the studio decided to use them to craft a TV spot to celebrate the release of the film on March 1st. ‘GIFs for India’ premiered last night during Adult Swin on Cartoon Network. You can take a look at the promo below:

Fox Searchlight