Netflix drops The Cloverfield Paradox with no warning

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The film appears to have closer ties to the 2008 original, with the Super Bowl TV Spot last night running with the line "10 years ago, some thing arrived".

If you even blinked for half a second, then you may have missed the announcement regarding the film's release.

You can now watch The Cloverfield Paradox on Netflix!

That's right, the long-awaited third Cloverfield movie, which has been in production since 2012, at times under the title The God Particle, is now streaming. "Coming very soon to Netflix", the trailer promised. Make no mistake: Releasing a big studio movie on the very same night you announce its existence is a pretty rad experiment. Dumped by Netflix in a high-profile but logistically poisoned post-Super Bowl time slot, it comes with a built-in excuse: If most viewers are snoring on the couch by the half-hour mark, maybe it's because they've spent several hours guzzling beer and eating chicken wings?

The question is whether the movie itself is good, or if it works better as a way to signal the might of Netflix as a company.

Is this movie the first of many we will see that takes advantage of the "nowness" in society today?

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What do you think of these first impressions? Only it wasn't like all the other movie trailers that debuted with the promise of a months-away release date.

Indeed, it's been ten years since the release of Cloverfield, which is remembered as much for its viral marketing campaign as it is for its found-footage style and monster. This meant critics, who thought the release was still a ways off, didn't have a chance to review the film before its big release.

U.S. studios have long spent big on releasing teaser trailers for their upcoming movie releases during the Super Bowl's half-time ad breaks. At the moment, The Cloverfield Paradox has a Rotten Tomatoes score of just 11 percent (it was 9 percent at one point).

The events of the original Cloverfield, seen during The Cloverfield Paradox.

However, it seems that the film is shaping up to be something of a hit with fans, meaning Netflix may just choose to ignore anything and everything the critics say. It's honestly hard to tell whether this movie would have been better off left to die a deservedly slow death on demand, or if Bad Robot's intervention was at least a valiant attempt to polish a once-promising turd.

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