Delayed for over two years after Warner Bros. ended its relationship with production company Dark Castle Entertainment before finally releasing the film in August 2012. Warner Bros. gave the film the smallest wide-release it has given a major motion picture in its distribution history.
The trivia items below may give away important plot points.
Ending to the actual film is exactly the same as what is shown near the end of the theatrical trailer and what is depicted on the film poster in which Kelly (Ashley Greene) gives up and allows the apparition to consume her.
Despite the tagline stating "Once You Believe, You Die" along with the trailer telling us that believing in the being will allow it to kill you, it has no relevance to the plot whatsoever. The supernatural entity will kill you whether or not you believe in it.