Roma Official Trailer - Netflix | Clapboard Ad Archive

Netflix’s Roma Official Trailer campaign, created by GrandSon in 2018 to promote Alfonso Cuarón’s critically acclaimed film Roma, leverages the familiar cinematic trailer format to position the film as a culturally rich, emotionally resonant narrative that bridges art-house sensibilities and mainstream streaming accessibility. Targeting the TV and Streaming Promos industry, the campaign hinges on a single media asset—a meticulously crafted trailer that adopts the conventions of classic film trailers, including dramatic pacing, evocative imagery, and narrative voiceover, situating Roma within the lineage of prestigious cinema while underscoring Netflix’s role as a pioneering distributor. The campaign strategically highlights the film’s limited theatrical release on November 21, 2018, preceding its full launch on Netflix on December 14, thereby inviting viewers to engage with the film both as a cinematic event and as a streaming experience, reinforcing Netflix’s dual commitment to theatrical prestige and digital convenience. By focusing on the story of a middle-class family in 1970s Mexico City, the campaign foregrounds Roma’s intimate, authentic storytelling, which serves as a cultural touchstone that enriches Netflix’s diverse content portfolio. The messaging emphasizes Netflix’s global membership base and the platform’s hallmark flexibility—watching anytime, anywhere, without commercials or commitments—thereby aligning the film’s artistic merit with the brand’s technological innovation and user-centric model. GrandSon’s approach, which fits within Clapboard’s FORMAT#12—Parody or Borrowed Format, uses the borrowed cinematic trailer form not to parody but to engage audiences through a familiar storytelling device, eschewing overt product promotion in favor of elevating the film’s narrative and aesthetic qualities. The campaign extends its reach through coordinated digital activations across Facebook, Twitter, Instagram, and Tumblr, fostering community engagement and strengthening brand loyalty by situating Roma within Netflix’s broader ecosystem of quality content. The campaign earns 71/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how streaming platforms can leverage traditional film marketing formats to position original content as both culturally significant and widely accessible, signaling a convergence between cinematic prestige and digital distribution that reshapes audience expectations.