Early in the morning on Friday, December 28th, Netflix slipped its viewers a late Christmas present: a new episode of Charlie Brooker’s technological-dystopia anthology series Black Mirror, in the form of an interactive movie called Bandersnatch. Its arrival didn’t entirely come as a secret — as far back as October, there were rumors it was on the way — but Netflix has been secretive about the storyline and the scope of the project. Just as Netflix seems to be experimenting with high-profile ad campaigns and wide-scale theatrical releases for award-courting movies like Roma, it’s also experimenting with releasing films like Tau or The Cloverfield Project with little to no advance notice, apparently to test what its subscribers will watch without significant buildup or prompting.

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