Watching the press conference below, I'm still not entirely certain whether this is just a gimmick, or something else entirely.

I was with him until he started talking about being Bob Marley reincarnated, and how he went to Jamaica and met with a high priest, who told him he was no longer Snoop Dogg, but was instead "the light," and "the lion," hence his new name, Snoop Lion; and now having had his third eye opened, becoming (or learning that he has always been) Rastafari. 

The documentary film, titled Reincarnated, is an official selection of the 2012 Toronto International Film Festival, as the producers announce in the video press conference below.

Multi-media production company Vice is behind Reincarnated, calling it "the most thorough look yet at Snoop's tumultuous career." 

The documentary follows Snoop Dogg as he journeys to Jamaica to record an album. While there, he finds himself embraced by Jamaicans, is positively impacted by Rastafarian culture, and becomes reincarnated as the aforementioned Snoop Lion.

First, watch the trailer for Reincarnated, the documentary, below; and underneath that, watch the press conference from earlier today, which starts around the 1:08:45 mark (the video itself is over 2 hours long):