Benjamin Lee discusses how the unconventional marketing for 10 Cloverfield Lane has broken all the rules of film promotion ... and succeeded - on a low budget, (major) star-free production. You could reflect on this as part of evidencing your grasp of (Key Concept) Institution - the article explores both the industry typically works and the countertypical approach for this JJ Abrams movie.
Here's a sample:
The roll-out of a new trailer has become a tiresome exercise. Ten-second teasers precede a 6o-second teaser, which is followed by a two-minute trailer, accompanied by another two-minute international trailer, and perhaps finished off with some TV spots and a final internet-only trailer.
