so somehow, ever since blogging exploded several years ago, i have refrained from creating my own and actually maintaining it for any length of time. none of the fantastic music, movies, or events in that time period ever drove me to do so. which makes this post pretty significant, and pretty odd that it’s based around something with so little to talk about.
anyway, this cloverfield thing. i bought my tickets for “Transformers” last night somewhat begrudgingly, because for the first time in recent memory the internet failed me and all videos of the trailer were taken down by Paramount at that point. anyway, just to throw my two cents out there, the trailer was fucking fantastic. the confusion and mystery were captured perfectly (through Blair Witch-esque handycam footage), the opening dialogue was natural and genuine, and best of all it revealed absolutely nothing about the movie.
i’m a sucker for viral marketing, but it’s really puzzling why so many people in this industry don’t understand the value of mystique and interactivity the way J.J Abrams does. musicians don’t seem to get it either, with the exception of Trent Reznor’s Year Zero ARG and Radiohead’s cryptic blog Dead Air Space (the radiohead ballwashing will surface in my future posts as well, because i just can’t help myself). Cloverfield has already spawned some bizzare web puzzles, and it’s safe to bet that there will be more before January.
so as soon as this trailer hit, the theories started in. is it the black smoke monster from Lost (release date 1/18/08 ~ number 108)? is it based on H.P Lovecraft’s “The Call of Cthulhu?” i’m liking the Lovecraft theory at the moment, but just like Lost, i don’t invest time in theories because there’s too many shitty ones.
“The most merciful thing in the world, I think, is the inability of the human mind to correlate all its contents. We live on a placid island of ignorance in the midst of black seas of infinity, and it was not meant that we should voyage far. The sciences, each straining in its own direction, have hitherto harmed us little; but some day the piecing together of dissociated knowledge will open up such terrifying vistas of reality, and of our frightful position therein, that we shall either go mad from the revelation or flee from the light into the peace and safety of a new dark age.” — H.P. Lovecraft (the opening paragraph of Cthulhu)