Quartz breaks down the entire Alien: Covenant marketing campaign

“In its 40 years, the Alien franchise has become too unruly to define. Its seven sprawling installments, including two movies that crossed with the Predator franchise and a quasi-prequel that was only loosely tied to the original, have strayed far from where the franchise started—a horror film set in outer space.

The next movie, Alien: Covenant, due out in US theaters today, purports to return the franchise to its roots. Director Ridley Scott said the film will “go back into the back door of the very first Alien” movie. “I wanted to really scare the shit out of people,” he told The Guardian.”

Read more over at Quartz.

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