However you felt about it, Netflix dropping a trailer for The Colverfield Paradox during the super bowl and saying it starts playing after the game is a HUGE game changer. I hope they do that every year.
They could have released something like Gerald's Game but while better it's a different type of movie. This type of marketing I think forces you into sequel / popcorn flick territory. If timing was right they probably would have loved to do it with Bright.