After weeks of waiting for anything to come up about Cloverfield, the followers got what they wanted, sort of. It was discovered that a roar had been added to the 1-18-08.com website. After 6 minutes, a long roar would commence and leave some people wetting themselves. Prior to that, it was clear that some of the loyal following began to get bored with the movie and, in some cases, people just ‘dropped out of the race.’ I find this completely understandable. JJ Abrams’ decision to show this teaser 6 months in advance was a brave one. How could he add to the hype for half a year and at the same time, keep everyone intrigued? Well, it has been almost two months and that question still has yet to be answered.
In the beginning, there were updates on a consistent basis, which in turn made it possible for sites such as this one to grow in popularity. Waking up, getting on the computer, and going to all the Cloverfield blog sites has become a routine of mine. It has come to the point that stopping this routine would be equivalent to blasphemy. I have spent hours and hours researching, posting, theorizing about this movie along with thousands of others. In some message boards it is becoming hostile. Some kid who may have just seen the trailer comes on the message boards having just figured out the pictures on 1-18-08.com flip, writes about it and gets verbally attacked for his tardiness. It is a shame that things are getting to that point. Movies are a form of entertainment that lead to brilliant discussions and debates, not verbal abuse. It is not just newcomers to the movie that get yelled out, no, even veterans of this quest to find more are attacked. Why are they attacked? Well, they could have been researching and come up with a theory that, in their mind, is entirely plausible. Even though it might be feasible, if it sounds stupid or doesn’t make sense in the context of what was seen in the trailer, they are called out.
Of course, this cannot be entirely blamed on the people who post the abuse. JJ Abrams has said that there are a lot more websites dedicated to this movie, but we haven’t found them yet. He chooses not to give ANY hints and leaves us in the dark. So, we find any phrase in the teaser, type it in, and hope it’s a website. Nowadays, there is a lot more viral marketing and it will only continue to grow. All kinds of games are marketed online and because of that, some of those websites are mistaken for websites for Cloverfield. A prime example was ethanhaas. People were so sure that it was related to the movie, especially because of the skyline in the background gradually becoming destroyed. In the end it turned out to be for a game called AlphaOmega. This may seem like common sense to must people but don’t assume anything. That is probably one of the best pieces of advice I can give someone.
Anyway, although the roar might suffice for a week, things will begin to get nasty again. We cannot simply eat these crumbs JJ gives us. We are a hungry people. I don’t think we need official things on consistent basis more so than hints on a consistent basis. That way, it keeps us thinking and on our toes. It actually might be better to give hints rather than official sites or what not.So, in conclusion, JJ if you’re out there somewhere reading this think about your marketing process right now. Do you really think it is safe to assume everyone will stay with this movie for the entire 6 months? In my opinion, I do not think driving people to the point of insanity is the way to go. Dropping hints consistently will get the job done, I believe. Keep in mind that I can give you all the advice in the world for marketing this movie, but it is your duty to these loyal fans to follow through and give them the best damn monster movie of all time.