![]() This horror movie built up its audience's expectations to fever pitch, thanks to a clever internet campaign that boldly claimed that the film on screen was real footage, found after three backpackers went off into the woods in Burkittsville, Maryland, in search of the eponymous fabled witch, videotaping their every doomed move. And that's not including DVD and TV sales. Well, they were certainly inspired more than a little by the phenomenal success of 1999's The Blair Witch Project, the most profitable film of all time, thanks to a $35,000 budget and a worldwide gross of $248.3million. So, what did director Matt Reeves and creator JJ Abrams do so right? When it comes to monster movies, you really need to see them on the big screen.Īnd so it proved when Cloverfield opened in the US recently, breaking box-office records for a January weekend debut when it took in $46million. That's clearly not the case with Cloverfield, though. Geeks were no doubt happy - and proud - to watch a bootleg of the Samuel L Jackson-led B-movie at home rather than venture out into the big, bad, bully-filled world. Snakes On A Plane may have had computer nerds getting all hot and bothered, but it didn't get many of them - or anyone else, for that matter - turning up at cinemas. When the trailer caught fire in the US late last year - resulting in a viral explosion that included rabid blogs debating the whats, wheres, hows and whys of the movie - the makers quickly realised that this brand recognition was just too good to start tampering with.īesides, as another internet phenomenon had already proved, a snappy title isn't everything. In the end, the producers wisely realised that "Cloverfield" had become so embedded in people's minds, that to change it to anything else would have been commercial stupidity, if not suicide. ![]() A movie that's just broken January box-office records in the US - thanks to a tantalising internet campaign - the title was supposed to be temporary, a nondescript cover-name for the real deal. You have to wonder just how much careful planning really went into Cloverfield, considering the fact that its name came about through a misunderstanding. ![]()
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