The mystery surrounding its premiere and its surprise reveal marked the high point of marketing in the streaming era.
In a culture of revealing trailers, social media reactions and massive marketing campaigns, the ‘Cloverfield’ franchise has made the mystery game its trump card. JJ Abrams’ company Bad Robot plays with audiences every few years with a new installment From the original 2008 film, there was already a campaign based on not showing its monster. But the fellow has a delivery that goes above and beyond.
Already in 2011 he played with audiences, believing that his trailer for ‘Super 8’ was a campaign for a sequel to the Matt Reeves film. But neither announcement came as a big surprise ‘The Cloverfield Paradox’ played opposite of its usual clues and intriguing teasers and made history when it was announced to the world on the same day it was released on Netflix in 2018 during Super Bowl LII. Between beer and candy commercials, a shocking trailer appeared.
A never-before-seen announcement
The trailer started with the Bad Robot logo, followed by images of ‘monstrous’ and “From producer JJ Abrams”, promising answers to the mystery of what unleashed the monster in the first Cloverfield, revealing vague and fantastical shots of astronauts on a futuristic space station, a severed arm in a hallway, and other cinematic scenes that revealed the creature in the dark. land Then he announced the topic He drove the staff crazy by announcing that it was coming out on Netflix that night!
785,000 households closed post-Super Bowl plans during that time. It was a bold marketing ploy in keeping with the mysterious nature of the rest of the Cloverfield installments, But that’s not always the plan. Set in 2028, it follows a group of astronauts operating a particle accelerator in space to solve Earth’s energy crisis. As they do so, Earth appears to disappear and the astronauts find themselves in an alternate reality.
The astronauts discover that they have caused the Cloverfield Paradox, a phenomenon that disperses monstrous creatures from other dimensions through time, which explains the New York attack and 10 Cloverfield Street, but is actually Oren Uziel’s script. It wasn’t going to be a Cloverfield movie until Paramount and Bad Robot bought it And Abrams intended to adapt the story to the continuity of his universe, in which the paradoxical element of future events unleashed the consequences of the past.
A fake continuation of the failed universe
Originally titled ‘God Particle’, ‘The Cloverfield Paradox’ was a low-budget sci-fi film from Paramount’s now-defunct Insurge Pictures, but was made on a high budget, from $5 million to around $40 million. And The transition from the original idea to the sequel didn’t happen until filming began. The addition of connecting elements to installments later than those discussed was not even developed until some trials had passed.
However, the studio wasn’t confident it could recoup its budget through traditional release, and production issues delayed the film’s release until Netflix stepped in and offered to buy the distribution rights. No picture of Julius Ona. less than 50 million dollars. But no one was ready for the end of the stage to announce and screen the film during the biggest television event of the year. The film world saw the rules change from one day to the next.
The release of ‘The Cloverfield Paradox’ became an overnight celebrity, marking a milestone in marketing campaigns that succeeded but failed to take root. Critics didn’t handle it well, and the public didn’t appreciate the convoluted plot, which had little to do with ‘Cloverfield’, but The audience was powerful, reaching 5 million viewers in its first weekAnd while it hasn’t been repeated, it’s made the Super Bowl a special place for some of the least expected presentations.
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