Marketing for secret creative projects has become a major problem in the era of Internet leaks, which says a lot about the element of surprise. It seems far too many people are starting to hate the concept of surprise and want to know things right away in a time when we already have the immediacy of information. How many times do we even hear of people finding ways to scope out information on surprise birthday parties so they won’t have the shock of not being in the know? There seems to be a deep psychological issue at play there in much of the public not wanting surprises in much of anything anymore.
As an answer to it, various artists are starting to use a different element of surprise: One that can’t be leaked in advance. That’s because various musical superstars are starting to join Beyonce in putting out albums unannounced and at the last minute to light social media on fire.
Yes, when Beyonce put out her surprise visual album, she set a whole new sneak attack when it came to those who enjoy ruining surprises. In turn, the real surprise has made a comeback by getting the album out there sooner to avoid someone leaking tracks against the artist’s knowledge.
Since then, the industry is now using Beyonce’s name as an adjective as a way to get product out there unexpectedly and still make a substantial profit. It turns out that surprise media generates so much excitement that sales might be more vigorous than if people had too much time waiting for a release date. It’s a process that’s been proven mostly successful with other artists after Beyonce, including David Bowie and Skrillex.
Now Mariah Carey is about to do the same thing as some form of proof that only the big music superstars are the only ones capable of making surprise albums work. But is that really true if you already have an established fanbase? And what about the process working on movies?
Will Joss Whedon Start the Surprise Movie Release?
Joss Whedon recently released his latest indie venture called “In Your Eyes” on Vimeo on Demand without any prior warning. It brings a new concept to the world of movie premieres: Surprising people with a cut of a movie to gauge early audience reaction before being released wide in theaters.
75 years ago in 1939, “Gone With the Wind” was screened secretly in a California movie theater without anyone knowing what they were about to see. Those lucky people managed to see a rough cut of the film before final editing was done, which led to plenty of rumors about things that might have been taken out later. It was a procedure that’s kept going over the years, though not overly widespread. The Internet, though, may be creating a whole new element of this in bringing an element of surprise to movies. You can even see a “Whedon” becoming a new term that’s almost as poetic as someone doing a Beyonce.
It probably won’t stop with movies either and we’ll be seeing producers creating surprise media products to catch people off guard. It’s the only way to finally beat those who love to create spoilers for perhaps some kind of clandestine monetary profit.