“#FilmTwitter is going to explode tonight,” director Ava DuVernay tweeted on Feb. 4, 2018, just minutes before kick-off for Super Bowl LII. “Something is coming that I can hardly believe. Lawd. His…
,” a science-fiction thriller that had originally sported the enigmatic title “God Particle,” spurring online speculation on its potential ties to the “Cloverfield” franchise. What’s more, the splashy ad was capped with a mic drop moment — the film would be available to stream immediately after the game.
But Netflix took that tradition a step further with “The Cloverfield Paradox,” enticing viewers with a name-brand curiosity and the promise of near-instant fulfillment. There was no need to brainstorm an activity for your Super Bowl party cooldown — Netflix had you covered. Yet the release of “The Cloverfield Paradox” was reported as a mixed success at best. According to Nielsen data, about 785,000 people viewed “The Cloverfield Paradox” on the night of its debut, with roughly 2.8 million viewing over the first three days. It’s a sizable audience, but it was far from measuring up to “Bright,” the gnarly crime fantasy movie starring Will Smith, which nabbed 11 million Netflix viewers in the same three-day launch window only two months earlier.
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