August 26th, 2007
It is a rather unusual phemonenon for a film’s title to be kept secret until it is released, but that is the new strategy of Lost creator J.J. Abrams who due to the success of the baffling TV drama, has had fans and ordinary filmgoers alike squirming to work out what is going on behind his latest project. All we know is the codeword ‘Cloverfield’, the date January 18, 2008, and an almost creepy trailer of what appears to be an ordinary disaster movie. Or is it? Well, that’s what Abrams seems to be trying to confuse people with by creating suspense in the form of viral marketing which is slowly spreading intense excitement through the Internet.
The trailer for the film first started speculation by being shown in cinemas before the Transformers movie. The clip shows a happy bunch of teenagers who are suddenly witnessing catastrophes, including the head of the Statue of Liberty being blown off and landing at their feet. Paramount Pictures, which is financing the movie, refuses to give more details. Incredibly, even the potential actors for the film were apparently left in the dark, with none of the auditionees for the casting being shown the script until they were chosen. Ultimately what’s most interesting is how Cloverfield, or whatever it is called, is probably a run-of-the-mill film but has turned into a puzzle, with thousands of people trying to grab clues from web searches and put together theories about what’s going on. Abrams obviously has enough respect from determined fans for this to become something huge. Perhaps it is?