In another testament to the power of links on the Google SERP (search engine result page) and the success of cross media promotion using search, take a look at the following chart on visits to Sonypictures.com (this is where the official Davinci Code Quest site is housed):

By looking at the Hitwise clickstream report for Sonypictures.com, we can determine that the strong increase in market share of visits to Sonypictures.com was driven by Google, which provided over 30% of the websites traffic for the week ending May 6th.
The following chart shows the historical upstream percentage of traffic from Google to Sonypictures.com, demonstrating the increase from 3% to 30% in just over three weeks.

What is responsible for this increased Google traffic? Most likely the following SERP link, which drives traffic to the sonypictures.com domain:

See Heather Hopkin’s in analysis of a similiar phenomenon in the UK here.