10 CLOVERFIELD LANE: Marvel of Modern Marketing

The sort-of sequel to 2008’s Cloverfield came almost out of nowhere.

10 Cloverfield Lane is loosely linked to the original hit and features none of the characters from the first movie. What’s impressive about this is that the film was made under the radar, the trailer drop was a surprise to everyone and it’s been released to a swarm of critical acclaim. It differs entirely to what we know about movie marketing in the modern age.

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A sequel for Cloverfield has been talked about for years but plans were shelved and no news came out about it for a long time, just the odd rumour here and there. Once the trailer came out in January people were excited for what was to come and then the reviews were hugely positive. Essentially they have employed an old school technique of word of mouth to get the hype up which now surrounds this film.

With pretty much all comic book movies we see a teaser followed by a couple of trailers, and several clips and TV spots, plus posters and images all released to make you want to watch the film. There are constant spoilers before you see these films, with information being “leaked” months in advance of any review of screening. We also hear what the actors have to say about it again well in advance.

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With just two months between the release of the trailer and the public being able to watch it, not a single spoiler could be talked about when it came to 10 Cloverfield Lane and yet it’s done incredibly well. Not only do the critics love it but audiences have responded well to it too. Perhaps this is the way movies should be marketed from now on, for less really is more.