Did J.J Abrams cut the Cloverfield trailer?

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That’s the big rumor going around that he did it on his own and Paramount had no knowledge of it. It’s amazing how successful the “viral” assault of this movie trailer has been. I’m guessing he learned a few things from doing Lost.

Who cut the “Cloverfield” trailer? Paramount isn’t saying. Execs at and spokesmen for the studio did not return calls seeking comment. But a person at a postproduction house that works closely with Paramount on all its trailers told Ad Age that the trailer “came out of left field for all of us” and that the consensus was Mr. Abrams had cut the trailer himself.

The trailer-house insider was puzzled by the lack of clear branding on the untitled film. “We try and push the title of the movie [in a trailer], so people will associate the ‘Wow!’ experience with the movie. I don’t know if this will backfire or not.”

Whatever the case, “Cloverfield” is clearly an initiative that will require constant feeding with new, related websites — such as, perhaps, Slusho.jp. The Slusho name appears on a T-shirt in the “Cloverfield” trailer. Whether it’s a fluke or germane is anyone’s guess.

Ad Age

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