Sunday night, before the kickoff to Super Bowl LII, movie director Ava DuVernay posted the following tweet:
That surprise turned out to be Netflix’s release of the trailer for The Cloverfield Paradox, the latest installment in the Cloverfield series. The trailer came out of nowhere and with the subsequent announcement that the full movie would be on the streaming service immediately after the game. For years, studios have used the Super Bowl as a jumping off point to sell their summer blockbusters to the masses. Now, a sci-fi movie franchise famous for its mysterious films made the biggest splash on the biggest advertising stage there is. Netflix has created a reputation of making itself into entertainment’s biggest showman and on Super Bowl Sunday, they did it again.