a Rampage in Cloverfield

If there's one thing the internet loves, it's mysterious marketing campaigns. J.J. Abrams (the dude behind the most overrated television show of all-time, Lost) put the above trailer before Transformers and almost immediately the internet was geeking out. As you can see, the trailer is great in that it reveals just enough to make you go "wow" while maintaining an air of near-complete mystery as to what is going on.

The marketing campaign is all about secrecy, with nobody really knowing what the film's title is (Cloverfield, Slusho, Rampage...more on this last one in a second), the supposed studio behind it denying they know anything about it (government style), and everyone wondering just what the hell is causing buildings to explode (aliens, godzilla type monsters, something else?). It's a perfect marketing ploy...for now.

Eventually, the expectations will destroy the film if they continue on the path they are on by turning the trailers into 30 second Lost spots. What's going to happen is that people are going to get so worked up by the mystery, that whatever is revealed will be such a huge disappointment that it can do nothing but hurt the film. For now though, it's pretty cool what they are doing. And let's face it, there's no way that they can keep something like this a secret all the way to the release date. When internet folk get interested in something, they start digging. Soon you'll probably find grainy pics of the monster popping up on entertainment sites everywhere or one of the cast will accidentally let slip a piece of vital information during their thousandth press junket.

But of course, in the now, we love a good mystery. Rumors are flying as to what the film might actually be. The most interesting to me? The idea that this is the Rampage movie that has been talked about for years in Hollywood.

Now that would be cool