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Cloverfield goes into viral overload

Posted: Mon, 7th Jan 2008, 10:09am

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Simon K Jones

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Much-hyped monster movie Cloverfield is out this month and the filmmakers are currently pummeling the Internet with an onslaught of viral marketing. A series of spoof news reports have been released detailing the apparent destruction of an Atlantic oil rig. Looks like the monster first surfaces here (no doubt awoken by irresponsible deep sea drilling!) and then heads to the Big Apple to make a mess.

What do people think of the increasing trend for viral marketing? Innovative, interactive fun or a tedious hook for a certain kind of fanboy? Let us know!
Posted: Mon, 7th Jan 2008, 11:37am

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SketchWork

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Works for me - I'm going to see it.
Posted: Mon, 7th Jan 2008, 12:55pm

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NickF

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Did anyone else keep clicking "Let us know!" waiting for something to happen?
Posted: Mon, 7th Jan 2008, 1:28pm

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Simon K Jones

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If you click it on the main news page then something does happen. smile

Back to the topic at hand....


I can't help but think that Cloverfield is destined to be a big disappointment. It's been so skillfully hyped up, I really can't see how the reality can live up to those expectations. There's inevitably going to be a feeling of "oh, is that it?" when we see the monster.

I hope that isn't the case, but I'm just not sure how they can live up to the promise and mystery they've generated.
Posted: Mon, 7th Jan 2008, 6:15pm

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ben3308

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Movie marketing is something that has to be paced and concentrated at the correct times. For me at least, it works best when they hint about a movie about a year before release, then hint more and more at t-minus 3 months, then full advertising overload in the final 3 weeks before release. I Am Legend did this, and TONS of people were very excited to see it. Hype, for me, if done correctly can portray a movie perfectly. No Country For Old Men had several, several TV spots and the trailer was release about 6 months before release. It was the perfect hype for the movie.

Why am I saying this? Well, short of the trailer I saw at Transformers several months ago, I have hardly seen or heard anything about "CODENAME Cloverfield LOLZ!!!" since. Their TV spots are scarce, I haven't seen another trailer in the theaters, and I can't help but think the project overall has largely if not completely lost its zeal.

And I agree with you, Tarn. The hype has been done in more of a "OMGZ SEE THIS MOVIE!!!!1!1" way and less of skillfully-paced way, which leads me to believe that Cloverfield will largely flop.

But I've been wrong before.
Posted: Mon, 7th Jan 2008, 8:42pm

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NickF

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Tarn wrote:

There's inevitably going to be a feeling of "oh, is that it?" when we see the monster.
Unless they do a "V For Vendetta" and never show the monster, so to speak.


Tarn, I think that you put the link like that to see if someone would wait for something.... razz
Posted: Tue, 8th Jan 2008, 8:31am

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B3N

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I agree with Tarn on this one to be honest. Although I'm going to go and see it at the cienma when it coems out I can't help but sit and think will I enjoy it as much as it's been hyped up? Also I sit and wonder if it's just going to be another "Monster-attacks-New York-and-people-die-until-ONE-man-stops-it" type of film.

Also the mystery monster will be something to look forward to, that is, if it is a monster. I'm still looking forward to it's realease and will definatly go and see, but I just won't get my hopes up for it to be as good as everyone thinks.

-Regards
B3N
Posted: Tue, 8th Jan 2008, 8:34pm

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Fill

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I've just recently spent a quite a bit of money on the show Lost. I'd been at a few friends houses and it would happen to be on TV in the middle of an episode, and I'd think, "What the hell? This is stupid!", but now that I've seen the episodes in order, I'm really appreciating the show.

I've got to say that Lost is an exceptionally well done show. I'll be bold and say I think this movie will live up to its hype. JJ Abrams has such a talent of how to input unpredictability(story wise) in the right places and make you take a step back. I'm not talking about some twist thrown in the end like Shyamalan would, but a story that comes together in the most unexpected way.

I have very high hopes for this, and I don't expect it to disappoint me.

As for the viral marketing, I think it's awesome. I like spoof news reports that set the fictional world up for the viewer.
Posted: Wed, 9th Jan 2008, 2:26pm

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Atom

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Fill wrote:

JJ Abrams has such a talent of how to input unpredictability(story wise) in the right places and make you take a step back. I'm not talking about some twist thrown in the end like Shyamalan would, but a story that comes together in the most unexpected way.
So..............? Why would this matter for Cloverfield?

I'm sorry, but to me most of the public seems entirely misinformed by J.J. Abrams involvement in the project. Some think he created it, some think he's writing, others think he's directing. When in reality, he's just bankable name on the front of the project. A Producer, no different than Jerry Bruckheimer. Don't get me wrong, he directed M:I3 and I just completely loved that, but this isn't his work.

Correct me if I'm wrong. Maybe I'm missing something here with his involvement short of producing.
Posted: Wed, 9th Jan 2008, 3:43pm

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Pooky

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This movie would be cooler if they did it like Blair Witch Project and we never saw the monster.
Posted: Wed, 9th Jan 2008, 5:35pm

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B3N

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I agree Pooky but it would only remain cool if noone else in the film saw the monster, that way they never saw it so neither have we.
Posted: Wed, 9th Jan 2008, 5:49pm

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b4uask30male

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It's good for them to market it that way.... for now.

But give it a year or two and I think people will be fed up, I would.

But for now it works and i'll see it on the marketing hype. (it better be good)

The down side is that if it's crap you don't see the same online comments as you do with the marketing of a film.
If they were equal and if the film was bad then ony the very best films would get the online hype machine, the rest wouldn't bother if the film was bad and they knew they would get equal amount of bad publicity.
Posted: Wed, 9th Jan 2008, 8:22pm

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Fill

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Atom wrote:

Fill wrote:

JJ Abrams has such a talent of how to input unpredictability(story wise) in the right places and make you take a step back. I'm not talking about some twist thrown in the end like Shyamalan would, but a story that comes together in the most unexpected way.
So..............? Why would this matter for Cloverfield?

I'm sorry, but to me most of the public seems entirely misinformed by J.J. Abrams involvement in the project. Some think he created it, some think he's writing, others think he's directing. When in reality, he's just bankable name on the front of the project. A Producer, no different than Jerry Bruckheimer. Don't get me wrong, he directed M:I3 and I just completely loved that, but this isn't his work.

Correct me if I'm wrong. Maybe I'm missing something here with his involvement short of producing.
Ah. I never realized that. I assumed when the name JJ Abrams was announced, he was directing it. I might be a bit scared for this movie now. neutral