After surprising Super Bowl 2018 viewers with an ad announcing that sci-fi movie The Cloverfield Paradox would be arriving imminently, Netflix chose not to make a habit of similar ambushes. Instead, it left that practice to the musicians. Beyoncé, Frank Ocean, Eminem, Death Grips, Drake, and Beyoncé again (this time as half of The Carters) have all leveraged the factory-free nature of the streaming industry in recent years to unleash albums with little to no advance warning.
Well, Netflix seems to be warming up again. In April, its partnership with horror studio Blumhouse Productions spawned two separate cinematic jump-scares, Mercy Black and Thriller. Earlier this month, Chinese sci-fi blockbuster The Wandering Earth snuck onto the platform with nary a US trailer or official acknowledgment. Each makes sense in its way; genre fans were presumably likely to find the newcomers in their suggested new releases, simply by virtue of their viewing habits.
What’s a little [...]