Several brief teasers for the upcoming Ghost in the Shell live-action film aired during the Mr. Robot: Season 2 finale, and a Paramount Pictures exec has come forward to explain why.
According to Paramount president of worldwide distribution and marketing Megan Colligan, the strategic placement of these 10-second clips was to stir up buzz on social media. In fact, Deadline reports that the studio's marketing team persuaded the sales executives at NBCUniversal and USA to go along with these unconventionally-short and nondescript TV spots.
"We knew with the Mr. Robot finale we'd get that extra boost of people who would be sharing on social," Colligan said, noting that season finales are like sporting events in that the audience is active in real time and conversing over social media.
"Ghost in the Shell is so original in its own right that it had to have a special execution to kick it off," she explained, going on to tease that more information regarding "the glitch" will be revealed soon, as "it’s one of the most important parts of the film's storytelling."
As such, Colligan believes "it was important to present the earliest advertising for this film as a glitch instead of something more traditional." In fact, the studio plans to continue with similar teases in the future, with Colligan saying, "We're going to have some more fun with this for a little while longer."
Paramount co-president of domestic marketing Rebecca Mall also spoke to the studio's decision to air the teasers during Mr. Robot, noting that because Ghost in the Shell is "a movie about glitches and technology," it aligned well with the themes of USA's popular drama series.
According to social media monitor RelishMix, Paramount's efforts paid off, as Ghost in the Shell's ad campaign generated a whopping 12.3 million views on the studio's official channel.
Ghost in the Shell opens in theaters on March 31, 2017.
Alex Osborn is a freelance writer for IGN. You can follow him on Twitter.
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