I would be surprised if there was anyone at this point who wasn’t aware of J.J. Abrams’s “Cloverfield” project in some shape or form. The minimalistic, mysterious trailer attached to Transformers took the world by storm, getting mentions in major magazines, websites, and other news sources. Since then little viral marketing games like the website (www.1-18-08.com) have gained attention with announcements every time something new has changed.
But “Cloverfield” is not the only movie coming out on 1-18-08 and the competition is starting to play “Cloverfield”’s game too. Today I received a strange, small package in the mail from Overture Films. Inside was a little clear plastic box filled with what looked like shredded cash with an “M” logo sealing the top shut. I knew there had to be more to it though because the box weighed too much just to contain shredded paper. Sure enough, hidden in the money was a padlock with a tag: “Will they get away with it” on one side, “1-18-08” on the other. (pictures below)
Whatever Overture Films had up their sleeve, it worked, because it instantly led me to hop online and search what upcoming films they had (although, admittedly, I was more curious to see if this was part of the “Cloverfield” marketing). The “M” logo, the money, and the lock all make sense when you realize it’s a promotional tool for Mad Money, “Cloverfield”’s release day competition.
Mad Money stars Queen Latifah, Diane Keaton, and Katie Holmes as three female employees of the Federal Reserve that devise a plan to steal money that is supposed to be destroyed. Previously the picture’s biggest bragging rights were that it was Holmes’s first post-baby picture.
It isn’t exactly like Mad Money is going to be targeting the same audience as a lower-budget sci-fi picture like “Cloverfield,” but I guess every little bit of publicity helps. They certainly got my attention with this little push. Now Overture just needs to be sure to deliver a picture that lives up to the interest the film has now gained.
