It was a trifecta of entertainment last night: First came the Super Bowl, and then the battle between the highly anticipated episode of This Is Us and the premiere of a movie that no one saw coming. At Forbes, Scott Mendelson sets the stage, writing that the only people who even knew there was a new Cloverfield movie (the third installment) and that it was launching on Netflix were those that followed the "inside baseball news" of Paramount studios and release dates. Then came Netflix's 30-second ad spot, a trailer for Cloverfield Paradox, which was released the minute the game ended. "But for this to be a game-changing moment in how big movies can be marketing and distributed, [it] would have to be a good movie," Mendelson writes. And he and a lot of other critics say that sadly, it's just not.
- About that 30-second trailer: Indiewire critic David Erlich had this to say on Twitter about Netflix's move: It "makes no sense why they went with the coy 'coming very soon' thing instead of IT’S F---ING DROPPING TONIGHT GET READY A--HOLES." Netflix took the bait, replying, "IT'S F---ING DROPPING TONIGHT GET READY MY RESPECTED AND BELOVED FRIEND."
- The premise: Earth is on the brink of war, with our energy sources set to be tapped out within five years. A potential way out takes us to space, where the crew tries to use an experimental particle accelerator that could create a new source of energy. But, as Benjamin Lee writes for the Guardian, "the process takes longer than expected and when it seems like they might have finally cracked it, all hell breaks loose onboard."