In the pantheon of ingenious early marketing schemes, this has got to be the most inspired... and also the creepiest.
(Can we get a wellness check on Jordan Peele?)
Media and entertainment types all over the country got a very special package this week from none other than Key and Peele star and Oscar-winning Get Out creator Jordan Peele.
Inside the package?
A pair of golden scissors, and a very, very ominous note.
Better view. Looking forward to this trailer 😳. #USMovie https://t.co/AIN7LY7GI4— Frederick Joseph (@Frederick Joseph)1545238344.0
"On December 25, join the untethering," the note reads, before closing with: "Watch yourself."
There's also a URL provided, that apparently personalizes the message.
How charming! Except yikes!
Seriously someone check on Jordan Peele!
The link now works. And it's just as creepy. https://t.co/88W4JiylPF— Germain Lussier (@Germain Lussier)1544996116.0
The stunt is a teaser promo for Peele's Get Out follow-up, Us. According to Entertainment Weekly, the film follows a couple, played by Lupita Nyong'o and Winston Duke, who take their children to Nyong'o's character Adelaide's childhood home in a beachside California town for the summer.
Adelaide is haunted by a past trauma. After a day at the beach with another couple, played by Elizabeth Moss and Tim Heidecker, she becomes increasingly paranoid that something horrific will befall her family.
After they return home that night, Adelaide and her family see four figures holding hands at the end of their driveway and please excuse me because I had a recurring nightmare as a child about exactly that driveway thing so I need to go scream into a pillow now!
Anyway EW also released a few choice first-looks at the film that are definitely, um, extremely unsettling.
See @Lupita_Nyongo and @Winston_Duke in exclusive first look photos from @JordanPeele's #GetOut follow-up 'Us' https://t.co/09T2KqnFAz— Entertainment Weekly (@Entertainment Weekly)1545312481.0
Especially this one. Call me "triggered"!
I need it. #UsMovie #watchyourself https://t.co/dOAjXtZy0l https://t.co/h6eDfzYh7h— Joshua Hull (@Joshua Hull)1545314333.0
But also, TAKE MY MONEY JORDAN PEELE.
Coupled with these images it sounds like this whole thing is going to be full-tilt terrifying and the internet is full-tilt here for it!
Okay @Monkeypaw with the A+ marketing for @UsMovie. Making @JordanPeele seem crazy. Here for it. #UsMovie https://t.co/UFYhV8tjTx— Frederick Joseph (@Frederick Joseph)1545233678.0
Lord!! What the hell are we in for @JordanPeele 😩😩 #UsMovie https://t.co/vDvqoQOi1z— Reagan Gomez (@Reagan Gomez)1545252244.0
Huge Thanks To @UsMovie x @JordanPeele x @UniversalPics For These Dope Gold Sissors.. I wonder What They’ll Do In T… https://t.co/otkFSjbudn— JAMILA MUSTAFA (@JAMILA MUSTAFA)1545155223.0
But the stunt left those not lucky enough to receive this murderous parcel drowning in anticipation and jealousy!
Anyone else see a bunny with bloody eyes? https://t.co/Qj9q96Ogdx— Akela Cooper (@Akela Cooper)1545184884.0
Me watching everyone receive #UsMovie golden scissors https://t.co/nph2B0R6W8— Erica J. (@Erica J.)1545145918.0
The promotion for the #UsMovie is top notch. They are sending people a big box with big golden scissors. I cannot wait to see the trailer.— 🌲⛄ travis. ⛄🌲 (@🌲⛄ travis. ⛄🌲)1545253642.0
Like...the bloodstained Rorschach test imagery? Makes me pause every time I look at it.— Kristletoe (@Kristletoe)1545253107.0
@MatthewACherry Who gets the scissors? Is it an invite to the premiere? Really cool marketing! I love #monkeypaw an… https://t.co/R5NPIcKTYZ— Annie (@Annie)1545191065.0
@JordanPeele I need a pair of those #UsMovie golden shears, so how ‘bout it? 😅— FTJG (@FTJG)1545245496.0
This is the only time I’ve ever wished I played the PR game. I want me some of those golden #UsMovie scissors!— Matty Budrewicz (@Matty Budrewicz)1545170760.0
Ummm @JordanPeele @Monkeypaw #UsMovie where’s my golden scissors?!— Kai (@Kai)1545190356.0
I just love how we're all so excited for #UsMovie that we're out here begging for a pair of scissors 😂😂 I feel so l… https://t.co/GtMcfXGMko— Tatiana Ward (@Tatiana Ward)1545192835.0
Same, Tatiana, same.
Anyway, no word as yet exactly how the golden shears tether to the story (see what I did there?), but seems like the jealousy alone will be driving plenty of people to the box office in March!