A new viral video has been released to promote Jake Gyllenhaal’s upcoming crime thriller Nightcrawler, but it is far removed from your typical teaser trailer. The title Nightcrawler is never mentioned, not even in the name of the clip, which is simply called “Hard Worker Seeking Employment” and the Youtube user name is that of Gyllenhaal’s character Louis Bloom.
The trailer works as a video resume of sorts, where Bloom appeals to both the audience and characters within the film for work. In a world where audiences are subjected to a new online trailer every ten minutes or so, this unusual approach to marketing Nightcrawler certainly sets it apart from other movies, but is it effective.
The first thing you notice is the transformation Gyllenhaal underwent to take on the part of Louis Bloom. The actor lost twenty pounds for the role and the effect is immediately disorientating for those used to seeing Gyllenhaal as a built and confident young man. Instead, here we see Gyllenhaal as a gaunt, uneasy figure bubbling over with a nervous energy that leaves the viewer uncomfortable.
While we know that Nightcrawler is about an unemployed man who enters the world of L.A. freelance crime journalism, there is still much we don’t know about the film as of yet. However, this unusual viral video certainly piques the viewers interest, leaving you wanting more. Personally, I think this approach is a bold and exciting move on the part of the studio, but check out the clip below and see what you think.
What are your thoughts on this teaser video for Nightcrawler? Is it an effective means of promotion or do you prefer a more traditional approach? What do you think of Gyllenhaal’s transformation? And most importantly of all, does this video actually make you want to see the film? Let us know what you think in the comments section below.
Nightcrawler is the directorial debut of screenwriter Dan Gilroy (Bourne Legacy) and features co-stars Bill Paxton, Rene Russo and Riz Ahmed. The film is scheduled for an October 17 release via Open Road Films.
