Advertising… Sometimes I dread going to the movies because of the blatant hawking of advertising wares embedded as staged props in films today.  Rare is the opportunity to enjoy a movie for it’s storytelling and not grimace because it’s become an enormous ad campaign.  Although I’m not happy with the format of how this short film is displayed, because of the content and brilliant storytelling of The Gift by Carl Erik Rinsch, I will forgive Phillips for it’s obnoxious advertising because I know they’ve given this amazing director a platform to show his stunning visual acumen and intriguing storytelling.  As per District 9‘s amazing success, I hope the bidding wars for this short will allow Carl Erik Rinsch the platform to make this into a feature film.