Recently during the Super bowl, Netflix released the first trailer for The Cloverfield Paradox, shocking fans around the country. Netflix decided to take a new marketing approach in not hyping up the episode beforehand. Netflix has a history of releasing dates and teasers for major movies and TV shows, giving viewers time to plan in advance. In this instance however, they decided to mix it up a bit. Not only did Netflix decide to release the trailer in a surprise, not having any teasers or information beforehand, but they also decided to send the message that the episode would be available directly after the Super bowl. This not only brought them a lot of attention, but it made people think that they needed to instantly go watch it if they wanted to be a part of the conversation. This was a bold move for Netflix, as it was the first time they tried something like this.
This new strategy of marketing to the masses almost eliminated the time between awareness and action, allowing consumers to be exposed to the advertising for the first time within hours of being able to watch it. This single marketing tactic allowed the word of the new movie to spread like wildfire. Word of the movie release spread instantly, through word of mouth, blogs, media, etc. People didn’t know what to expect at all, which fed into the hype of the movie with short-lived speculations and desires.