How to make the smoke become a mask layer?
Grab a pre-keyed smoke element from somewhere. Mask the smoke element as desired.
Copy that mask onto the text or you can parent the mask as an adjustment layer. Keyframe opacity of text, linear wipe with feather in a gradient/ramp solid for the background.

The "sparkling" effects are lens flares (see JJ Abrams)

The curtain moving effect could be just another preset with the layer style set to overlay. Or you can generate your own layer like that using fractal noise.