The Cloverfield Paradox

Sometimes, you look back at a movie marketing campaign and it feels like you’ve been led a merry dance of misdirection. Sometimes, that comes down to movie studios purposefully misselling a movie to make it look more marketable (or much better than it is for the same reason), but even more rarely, it’s because it was a Cloverfield movie.

That mysterious franchise now seems to be using marketing trickery as a brand trademark. Nobody knew about the second movie when it was announced and the follow-up – now titled The Cloverfield Paradox – has done something arguably even more brave and bold.

Thanks to a brief trailer that shows VERY little, we now know the title of the film and very little else – other than the fact that it will feature a disembodied, animated hand like It from the Addams Family – except for one huge thing. It’s coming out to Netflix immediately after the Super Bowl.

Here’s the trailer…

Here’s a reminder of the synopsis too…

In the near future, a group of international astronauts on a space station are working to solve a massive energy crisis on Earth. The experimental technology aboard the station has an unexpected result, leaving the team isolated and fighting for their survival.

Imagine the sheer gall of doing that. We know nothing about this movie and it’s out in a matter of hours. That’s bold, but it’s also absolutely genius. Netflix have basically just ensured that they’re going to take a huge slice of the post-Super Bowl audience straight to Netflix (particularly if they remind everyone of the release in the second half).

That’s a hell of a marketing trick.

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