As IndieWire points out, the whole thing was started by Uproxx's Mike Ryan on Twitter. While his tweet was simply a small, throwaway joke, it's since turned into an ongoing Twitter game among film critics.
Here are some of the best reviews for AbraCadeborah from Twitter. We particularly love the clichéd film critic phrasing of their being a "lot to process."
AbracaDeborah: Kristen Wiig in the role of a lifetime. James Marden never better. Still processing ... but wow. #sundance— Mike Ryan (@mikeryan) January 27, 2016
Holy shit. AbracaDeborah. I don't usually fall in line with festival buzz, but holy shit. #Sundance— Rob Hunter (@FakeRobHunter) January 27, 2016
AbracaDeborah - Solid fun, Kristen up Wiig has never been better, and she's always great. Another magician movie! What a year. #Sundance— Alex Billington (@firstshowing) January 27, 2016
AbracaDeborah: Kristen Wiig has an award-caliber performance but it's still the second best magic movie at this year's #sundance— Peter Sciretta (@slashfilm) January 27, 2016
We're happy to report that we've got the exclusive AbracaDeborah poster, available above. The film follows Wiig's Crying in a Sweater.