J.J. Abrams and his Bad Robot crew took a page from the Beyoncé playbook by secretly filming a follow-up to director Matt Reeves' 2008 found footage film Cloverfield, which easily had one of the most compelling marketing strategies of all time. The first confirmation of 10 Cloverfield Lane's general existence was brought to the world's attention via anyone who saw Michael Bay's 13 Hours on Thursday, a fitting nod to the original film's Transformers-assisted trailer reveal back in 2007.
"The idea came up a long time ago during production," Abrams tells Collider in an exclusive statement. "We wanted to make it a blood relative of Cloverfield. The idea was developed over time. We wanted to hold back the title for as long as possible." Abrams and company did exactly that, adding an interesting twist to the exponential Abrams hype cultivated by the inevitable success of Star Wars: The Force Awakens.
10 Cloverfield Lane, directed by Dan Trachtenberg and awesomely featuring the inimitable John Goodman, hits theaters on March 11. Peep the first official poster immediately below this clunky sentence: