"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"?

Question

"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"?

Answer

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.