Capitalizing on the growing viral marketing phenomenon to create a sense of mystery and intrigue almost more compelling than the film itself, Cloverfield is a modern age take on the classic "man in rubber suit" monster movie. Taking cues from inspirations as diverse as Godzilla and The Blair Witch Project, it depicts an attack on Manhattan by a giant creature of unknown origin, and follows a group of young New Yorkers as they attempt to flee the monster and save their friend.
The hype surrounding Cloverfield began months before the movie's actual release, when an enigmatic teaser trailer was attached to the beginning of Transformers in the summer of 2007. Showing only the briefest suggestive glimpse of the film, there was no title attached only a release date in January 2008.
From there, speculation immediately began, dovetailing into a series of clues buried on hidden websites and in marketing materials distributed at 2007's San Diego Comic-Con International. Eventually the viral marketing components became revealed as a story in their own right suggesting some of the monster's origins and adding extra details to the film for those "in the know." These external marketing and story elements are similar to those utilized by producer J.J. Abrams's TV series Lost. Abrams also produced Cloverfield.
Cloverfield was a huge international success; costing only roughly $30 million to make, it has grossed more than $200 million worldwide in both theatrical and DVD revenue. A sequel is almost guaranteed.
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