JJ Abrams loves secrets.
By now, anyone who knows his work knows that he loves to play games with his audience, both onscreen and in the way he markets his movies. There's a brilliance to the way his game starts from the moment he releases a trailer, or even from the way he and his collaborators design their trailers. They shroud their productions in total secrecy and they try various ways to obfuscate what they're doing, and they're as good at it as anyone in town.
So what if I told you JJ Abrams had a mystery box called "Super 8" all gift-wrapped and ready for everyone to open this week, and there hasn't been a single word written about it online so far?
Impressive, don't you think?
And absolutely true. When audiences sit down for screenings of "Iron Man 2" this weekend, they're going to see trailers for other summer movies that they've already heard of, and then they'll also get their first look at a movie that Abrams is producing via a teaser trailer he directed, much like the teaser trailer that announced "Cloverfield" to an unsuspecting audience in front of "Transformers." That was almost a complete surprise when it happened, although someone did manage to pierce the veil of secrecy before the trailer showed up.
So what is this trailer? What, precisely, is in JJ's new mystery box?