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"Is the viral campaign that started it the geneses of some kind of celluloid disclosure" what's mean? I don't understand that " that started it the geneses" and "celluloid". celluloid > Can it use instead of "old movies"?

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Is the viral campaign.......a campaign that is spreading like a virus ( fast and wide) that started it..... the geneses of ...........the beginnings of some kind of celluloid disclosure?.........of a film that reveals something? Without context it is hard to guess the exact meaning. The sentence suggests that the campaign, spreading quickly like a virus, started something which may turn out to be publicity for some kind of revealing film.

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