In the old days, testimonial spots were shot outside movie theaters, with moviegoers saying how much they like a picture, and put on TV. This is the first time I've seen two top Hollywood directors with huge film fan cred lend their support via online video for a movie. Fox Searchlight got David Fincher and Christopher Nolan--two directors at the top of the Hollywood food chain--to explain why they admire Terrence Malick and his The Tree of Life. The movie has to be a must-see for any film buff, but Searchlight is pushing to get smart cinephile fans of Inception and The Social Network to give it a whirl.
I was ready to give kudos to whoever on Nancy Utley and Steve Gilula's team thought this up and made it happen--hose guys don't come down off the mountain for their peers very often. It's authentic advertising. In other words, these guys have no reason to say it unless they believe it, because they get so much respect for not being blowhards.
UPDATE: Searchlight admits in an email: "the interviews had already been completed before we acquired the film. It was really from the filmmakers relationships and their love and appreciation of his work."