The Elizabeth Holmes documentary grabbed our attention. Now it has to keep it

In a bold marketing move, the documentary film You Can See Everything, focused on fraudster Elizabeth Holmes, has captivated audiences through a strategy of complete secrecy. This approach, employed by A24, a marketing-savvy indie studio, generated significant buzz and anticipation prior to its debut. Unlike previous documentaries about Holmes, such as those featured at the Telluride Film Festival and the Hulu series, You Can See Everything deliberately kept its contents under wraps.

The film's audience was required to surrender their phones upon entry and remain seated until the screening commenced. This secrecy not only heightened curiosity but also created an air of mystery around the film’s content. At the Telluride Film Festival screening, entertainment industry insider Nathan Fielder, known for his docu-comedy series Nathan for You, was granted unprecedented access to Holmes weeks before her incarceration.

Fielder expressed confusion about the experience, leaving viewers intrigued. The film’s narrative premise, while intriguing, remains somewhat puzzling. According to Variety, the suspenseful atmosphere intensified throughout the screening. The New York Times reported that there is a surprising plot twist that should not be revealed.

While not the first use of the "no spoilers!" marketing strategy, You Can See Everything follows a similar approach to A24's earlier film The Drama, which had a dark twist that audiences were not supposed to disclose. In the early 1990s, Miramax, the predecessor to A24, successfully marketed The Crying Game using a similar tactic, asking reviewers not to reveal the plot twist.

The Crying Game grossed over $70 million. However, the effectiveness of such secrecy strategies is not guaranteed. A1980s attempt by Disney to market the film John Carter, based on an Edgar Rice Burroughs novel, failed to generate interest because the film focused on John Carter himself rather than the Martian war angle intended to pique curiosity.

The success of a "secret" marketing strategy hinges on maintaining audience engagement and participation. You Can See Everything has already sparked a conversation, and it remains to be seen how the film will continue to spread among audiences.