It’s the brainchild of John Malkovich and Robert Rodriguez and the teaser video is indistinguishable from a cognac commercial (which I suspect is exactly what it is). The general idea though is to make a movie and then hold it for a century before releasing it. That means nobody will see it for 100 years!
I think they’ve come up with something here. I can think of hundreds of movies over the last decades which would have been ideal for this, ie being released 100 years after they were made. Just imagine what we would have been spared from ever viewing. Superman IV, Batman & Robin, Battlefield Earth, actually pretty much any John Travolta movie since Pulp Fiction. I’m sure everyone can think of their own candidates for this revolutionary notion.
My only qualm is the possible harm we may be doing to our descendants. How they will hate us when they see what we have left them!
But you’d need to do more than just lock the movie in a vault somewhere. Over the course of that century, someone would need to stay invested enough in the project that they’d convert it over to new formats as they came out. And whoever was doing the converting would also need to stay committed to the ideal of not releasing it early.
You’re looking at it the wrong way. The payoff isn’t from the ticket sales etc. a century from now: The payoff is in the people who did this being considered Serious Artists, and getting news stories about the project, and so on, which will make people pay attention to the other projects that they’re releasing right now. It’s cheap publicity. Especially since you don’t actually have to even make a movie: Nobody’s going to know that the vault is empty for another century, after all.