Paramount Pictures’ unconventional cinema trailer that is attached to its “Transformers” blockbuster got moviegoers talking the next day around the water coolers at work, according to “USA Today.”
The trailer, which doesn’t name the film (“Cloverfield”), presents a rooftop party populated by yuppies in urban Manhattan in documentary style that is disrupted by fireballs in the distance. (story continues below after movie poster)
The trailer shows a boisterous but ordinary rooftop party that descends into panic. Young-adult party revelers run to the street for safety when huge fireballs fly, but there is no safety…just a widespread terror.
The whole 1 minute and 52 second trailer is shot in grainy, hand-held documentary style. That imparts a realism; it’s not a slick Hollywood storytelling.
In the teaser trailer, the premiere date 1/18/08 is shown as well as text identifying the producer as J.J. Abrams, who is co-creator of ABC Television drama series “Lost” co-creator and director “Mission: Impossible III”. Abrams is something of a brand-name for stylish mystery, so flashing his identity gives the mystery some substance.
“Ultimately, it was J.J Abrams’ ‘mystery box’ approach to marketing, which takes a story that is being sold to the audience, and conceals key pieces of information,” writes Mike Reyes in CinemaBlend.com. “Those pieces [will be] revealed at a later date.”
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