Other studios have taken note of Paramount's creative marketing innovation. “We are excited that there is so much anticipation for the follow-up thriller," says Paramount vice chairman Rob Moore. The studio hopes to cash in on success equivalent to that of the first movie, which was largely thanks to fans turning the micro-budget ($11,000) horror flick into a sensation that made over $183 million worldwide. The question is, was the first film lightning in a bottle? Will the business model work with a $2.75 million sequel and more costly promo push?