Recently, the release of a horror movie named Us has created controversies amongst local viewers around the Easter egg issue. Us is an impressively composed movie rippling with meaning. The majority of scenes are buttressed by overt references to its many inspirations, and this is what set off a problem. Some people praise the director for being able to stuff a great number of source materials into one movie. The other half think it is a waste of money as they refuse to skim across countless Easter egg analysis merely to feel the film (Dong Suong, 2019). The audience engagement helps to increase the movie's popularity. It proves that at this time, focusing on Easter egg is still a good marketing strategy. However, the trend might lose its heat in the future because marketers have seemed to forget that the fundamental reason behind Easter egg affection is the feeling of belonging. When people put the theoretical concept of “inside jokes” accessible to anyone, the hidden message eventually loses its hidden intimacy, the sense of place and identity that hook people on the trend in the first place. Hence, in Us case, even though it succeeds in topping the box-office gross, the overwhelmed Easter eggs have raised scepticism instead of enthusiastic reception. It remains a lesson for brands not to exploit a trend to a point where it loses the key charming factor.

   Looking back at Adventure, players did not need to win the games to hatch the easter egg. All they have to do is hover over a “grey dot” to find the secret message. How many people will play it in the same quirky and random way? But that is exactly what easter egg originally gives us; a virtual connection that is equivalent to the words by Robert Brault: “Eventually soulmates meet, for they have the same hiding place”.