Hard Worker Seeking Employment
"My video resume."
That is the only line in Louis Bloom's caption of his YouTube video. It is the short description of a desperate plea for work. In the clip, a gaunt man with slicked-back hair tries to market himself for a job. By the sounds of it he'll take any job...
...wait. Is that Jake Gyllenhaal? A quick scroll down the comments section expresses the confusion of audiences. Yes, it is Gyllenhaal. And yes, he has lost a lot of weight.
In an ingenious move, the marketing team of Gyllenhaal's new movie, Nightcrawler, hides its advertising amidst the millions of other YouTube videos drifting about. With no title, no flashy names being thrown about, and not even a release date, it plays on one simple Internet concept: The idea that viral videos can garner more attention than any advertisement ever could.
"Nightcrawler is that movie where Jake Gyllenhaal lost a bunch of weight, cut his hair like Patrick Bateman and had to get stitches because he punched a mirror while filming a particularly intense scene," reports The Huffington Post. "Now, the thriller, about a driven freelance crime journalist wrapped up in Los Angeles' underbelly, has unveiled its first promo via an unlikely source: a Craigslist ad."
Curious onlookers scour the Internet for more information on the movie, trying to uncover why exactly Louis Bloom is so desperate for a job (not to mention why exactly Jake Gyllenhaal looks like he's been on a liquid diet for several months).
"Nightcrawler marks the directorial debut of Dan Gilroy, co-writer of Tarsem Singh's The Fall and Tony Gilroy's The Bourne Legacy," Cinema Blend wrote. "The screenplay is Dan Gilroy's own, an all-original work. While the title might make you think of a certain X-Men member, Nightcrawler actually follows a desperate man into the underground and nocturnal world of L.A. freelance crime journalism. Jake Gyllenhaal stars, while Bill Paxton, Rene Russo and Riz Ahmed co-star. If you want to win the lottery, you have to buy a ticket."
The crime-drama will be coming to theaters on October 17th. Will the advertisement be successful and draw crowds to the movie on that day? We shall see.