Most likely a proper noun or acronym. Possibilities include:
In the scorched summer of 2012, the MTRJM—the Ministry of Transient Reality & Juxtaposed Media—released a final, unlisted file into the data-stream. They called it Fylm . No trailer. No poster. Just a 72-minute loop of a single, shimmering close-up. fylm the great ephemeral skin 2012 mtrjm hot