The teaser on YouTube as well as on Apple Trailers shows many short scenes quickly. It especially repeats a drive along a long snow covered road towards a white house. Seeing that the original Girl with the Dragon Tattoo (Män som hatar kvinnor) came out in 2009 and the book in 2005
The teaser (based on Apple's site) was posted on 6/02/11.
The official trailer came about three months after on 09/22/11.
The movie releases on 12/21/11.
What is the unique selling point for this teaser within those three months before the trailer was released? That is, how is Columbia Pictures using these elements in the teaser to get in proper recognition in the marketplace of its genre?