From what I understand this was a "Park City at Midnight" selection at the Sundance Film Festival. But if you look at the statistics quoted in that trailer, 30 million Americans ski or snowboard (not sure on the accuracy of that, but it seems pretty reasonable). That's 10% of the country--a very large market for any film production to tap into. It seems they are trying to appeal to the weekend warriors, the once-a-year skiers, the gapers, really. And it will work. I bet anything that it gets pretty good reviews and is a box-office success. Something about it reminds me of Paranormal Activity. Could it be the low-budget horror film genre? Yes.
That said, the entire premise doesn't make sense and is downright stupid. But I'm sure it will be a commercial success. And it's going to cause controversy. I bet anything that come this film's release, news outlets are going to be crying for more "safety" on the mountain, on chairlifts, on trails, etc. Kind of like what Natasha Richardson's death did for helmet use advocates. I fear what will happen once this movie is released. No, I think we will see a good number of people clamoring for more on-hill safety--similar to the California bill that essentially proposed a law that required resorts to basically place pads on trees, clear other obstacles (like cliffs, trees, bushes, etc.) and anything that you wouldn't find on a groomed trail. Which is again, stupid. And really I'm surprised the ski industry isn't speaking out against this movie yet. It will be interesting to see what happens.