Disney sent out these extravagant press releases for the up and coming Alice In Wonderland movie. The idea, similar to a russian doll, the press release is a cardboard box containing a large hard-backed, gilt-edged book, inside that was another book just like it only smaller, inside that, another book... yes you guessed it, just like it only smaller and so on until you get to a cavity containing a USB stick disguised as a metal key, with a tag tied to it with the words 'Read Me' written on it. The key contained images from Tim Burton’s forthcoming film and a trailer. (images courtesy of Esquire magazine).