Netflix surprise with the immediate release of Cloverfield sequel
After much speculation, Netflix launch The Cloverfield Paradox direct to its streaming service with no advance promotion
J.J. Abrams likes to surprise people with the Cloverfield franchise, which he produces and masterminds. Matt Reeves’ original found-footage horror of the same name was released a decade ago following an enigmatic marketing campaign, while in 2016, a crypto-sequel arrived out of nowhere in the form of kidnap thriller 10 Cloverfield Lane. The release of third instalment The Cloverfield Paradox is similarly innovative: it’s gone straight to Netflix without any word of warning.
Originally titled God Particle, The Cloverfield Paradox’s journey has been less than smooth. It was initially suggested that the film would be out in cinemas in April, with Paramount distributing. When Paramount opted against a theatrical release, however, Netflix stepped in and turned it into an interesting new strategy for a major studio film.
There had been no advanced promotions for The Cloverfield Paradox; no trailers, interviews, or even a still from the production. Instead, Netflix have released the film directly to the streaming service after the first trailer dropped during the 52nd Super Bowl, presumably in the hope that some of its captive audience would go straight to watch it after the game.
The new film takes place on a space station during the alien invasion of the original Cloverfield, with Daniel Brühl, David Oyelowo, Chris O’Dowd, Gugu Mbatha-Raw, and Zhang Ziyi among the cast. The teaser trailer can be seen above.
The Cloverfield Paradox’s release on Netflix wasn’t a surprise to everyone. Selma director Ava DuVernay – whose new film A Wrinkle in Time is released in the UK 23 March – had the scoop and alluded to it in a tweet that had Twitter aflutter with rumours. “#FilmTwitter is going to explode tonight,” she wrote. “Something is coming that I can hardly believe. Lawd. History in the making.”
#FilmTwitter is going to explode tonight. Something is coming that I can hardly believe. Lawd. History in the making.— Ava DuVernay (@ava) February 4, 2018
The Cloverfield Paradox is streaming on Netflix now