If you watched the Super Bowl this past Sunday (or only turned your attention to the screen when the commercials came on) then you saw the trailer for the newest edition to the Cloverfield movies, The Cloverfield Paradox. This is the third installment of these movies in the past 10 years. The first two movies had a similar plot; found-footage thriller about a monster running amok in New York City. Both movies were very successful with each bringing in over 100 million at the box- office. What does this mean for the success of The Cloverfield Paradox? Well let’s look back at the ways in which the movie’s predecessors were marketed.
In 2007, before Twitter was what it is today, Cloverfield was promoted through MySpace with each main character having their own page. The first trailer of the movie was released in July, 6 months before it’s January release and it’s poster was revealed at Comic-Con. J.J Abrams, the producer, intentionally revealed small details about the movie leading up to its release. The movie still, however, maintained its mystery.
The marketing for 10 Cloverfield Lane, however, was approached a bit more traditionally. While the first trailer was shown only two months before its release, numerous commercials and ads were shown to quickly build up hype around the film.
Fast forward to Super Bowl LII. The trailer for The Cloverfield Paradox isn’t the main thing that caught people off guard- it was the release date. Prior to Sunday, there had been no talk or promotion about a third Cloverfield movie. The film was announced on Sunday, and, in typical Cloverfield fashion, was released on Netflix on Sunday.
Now if you’ll excuse me, I have another film I obviously need to add to my Netflix queue.