In Alien terms, this kind of marketing is like hugging someone’s face to prime them for a hideous creature bursting out of their chest.
Fox has done a nice job of hyping Alien: Covenant with online videos setting up the movie’s story.
He’s shown inside a hibernation pod in an early scene, and then an accident on the ship results in his death.
Over the objections of Branson’s replacement, First Mate Oram (Billy Crudup), the Covenant crew holds a brief memorial service for their fallen colleague, before jettisoning his remains out into space.