According to Open Road Films CEO Tom Ortenberg, the company attempted to market Nightcrawler to both mainstream audiences and art house critics. "We had material that portrayed the picture as the commercial property that it is, but not while abandoning its indie roots", says Ortenberg.[48] The first trailer was released on July 23,[49] while a red band trailer was released on October 24.[50] In addition to typical trailers, Nightcrawler also used some unusual viral marketing strategies. On July 19, a fictional video résumé for Lou was posted on Craigslist. In the video, Lou discusses his benefits for potential employers.[51] A few months later, LinkedIn and Twitter profiles were created for Lou. These profiles purport the video production business that Lou runs in the film to be real, and endorse Lou's management and strategic planning skills.[11]
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