By Ryan Parsons | Image property of respective holders.
People continue to discuss the top-secret trailer for Cloverfield/1-18-08 that appeared before Transformers. Since just about no one from inside the studio seemed to know that such a trailer existed, the new theory claims that JJ Abrams was hands on for this hype-inducing marketing move since the beginning -- even cutting and editing the trailer himself.
How do you keep a secret? Don't tell anybody.
Cloverfield Trailer from the Hand of Abrams
The website, Advertising Age, has posted a new article that looks at the tantilizing trailer released for Cloverfield. More exciting than the trailer itself is the fact that nobody saw this thing coming. Well, that and we still have absolutely no idea what this film's title is. A teaser before a title, interesting indeed.
Who cut the "Cloverfield" trailer? Paramount isn't saying. Execs at and spokesmen for the studio did not return calls seeking comment. But a person at a postproduction house that works closely with Paramount on all its trailers told Ad Age that the trailer "came out of left field for all of us" and that the consensus was Mr. Abrams had cut the trailer himself.
The trailer-house insider was puzzled by the lack of clear branding on the untitled film. "We try and push the title of the movie [in a trailer], so people will associate the 'Wow!' experience with the movie. I don't know if this will backfire or not."
JJ Abrams, who proved he was the king of viral marketing with ABC's LOST, has struck gold once again. Never can I remember a teaser trailer that has received so much talk, speculation, and best yet, attention.