On December 13, 2013, American singer Beyoncé’s self-titled fifth body of work, along with visuals dedicated to each song, was released in the early hours of the morning without any prior announcement or promotion, exclusively on the iTunes Store — in a move following the footsteps of David Bowie, who himself had launched his comeback single, Where Are We Now, without any prior warning during the January of the same year. “I didn’t want to release my music the way I’ve done it,” she commented on her unexpected business technique. “I am bored with that.” The album went on the sale 617,000 copies in the United States in its first three days of availability, becoming the fastest-selling album in the history of the iTunes Store up to that point.
More than four years later, popular American film director Ava DuVernay tweeted that, quote, “#FilmTwitter is going to explode tonight. Something is coming that I can hardly believe. Lawd. History in the making.” Just hours later, Netflix announced during the Super Bowl LII that it would be dropping the latest entry to the J. J. Abrams’ science-fiction horror series Cloverfield, titled “Cloverfield Paradox” immediately after the game.
DuVernay commented on that “something”, now revealed to be the movie, again after the announcement on her Twitter account: “No advance press, ads, trailer. Straight to the people. Gamechanger.”