Through words such as Chromosomes, twenty-three, phenomena, DNA, and Titanic, New Line Cinema delivered a user-initiated ad when users moved their mouse over relevant words or phrases. Potential movie goers were attracted to see the film and find out more about the phenomenon through these highlighted words across the Internet. Each word corresponded with a relevant creative that linked to a fact or related event, leaving a trail of relevant ads all leading to the 23 phenomenons.