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So, what is the IHC? Well, once again, it's not real, so don't panic. According to its site, the IHC has been around for decades and exists to ensure that humanity continues on should a cataclysmic event transpire on Earth. Comforting.
Much like the make-believe Blair Witch, the IHC is a carefully marketed viral phenomenon. The filmmakers behind '2012' have given the agency an official website, a mission statement, even an in-depth back story.
Even more hair-raising (if you don't know that it's all fake), is the site's "survivor lottery." There, visitors can register for the lottery in the hopes that their ticket will be chosen. Those who are picked get a chance to survive the coming cataclysm. Those who don't... well, we'll always have St. Louis.
If all this sounds silly, remember that this sort of thing has worked before. The TV show 'Lost' has a host of 'official sites' that feed hungry viewers information. And the makers of 'Blair Witch' marked their film so effectively that many moviegoers thought they were watching a real documentary.
Of course, it's too early to lump '2012' in with these two modern day classics. Still, the spiking searches and slew of blog activity indicate the IHC isn't about to go extinct.