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What happens when you revive a shelved, low-budget production with a “Twilight Zone vibe” and an unknown director and keep the name a secret until releasing the trailer on Super Bowl Sunday? You get 10 Cloverfield Lane.

While much of the story is still under wraps, there is already talk of a third sequel to the Cloverfield series. Trailers have so far revealed that a young woman (Mary Elizabeth Winstead) wakes up after a car accident in the underground shelter of a man (John Goodman) who tells her that no one else on the surface is left.

Riddle Wrapped Inside a Mystery Box

Remember Lost? You know, the television series that had us hooked week after week with a mysterious island full of underground bases and conspiracies.

This time, in typical JJ Abrams’ mystery box style we’re left wondering what’s the connection to the Cloverfield monster rampaging through New York and who we can we believe in the story.

10 Cloverfield Lane was made with the secrecy of a special ops mission. Scripts were carefully sent with digital links having limited viewing windows like the Star Wars: The Force Awakens. Even the main actors didn’t learn the final title until the Super Bowl trailer release.

Latest Viral Marketing Fun

Part of the buzz around the release of the original Cloverfield in 2008 was the viral marketing that attracted followers with an alternative reality game, even before the movie hit theaters. Websites and YouTube videos provided clues to a back story that creates a world to capture fans' imaginations.

In the original campaign, a fake Japanese drink called Slusho is seen on a t-shirt in the Cloverfield teaser trailer.

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More clues reveal a drilling company named Tagruato as the drink’s creator, using a mysterious ingredient from the ocean’s bottom. This leads to information about a drilling station near New York City that was destroyed.

This time, John Goodman’s character has shown up as  “Employee of the Month” page on the Tagruato website. Meanwhile, fans can even visit a website for ordering the Swamp Pop soda seen in the 10 Cloverfield Lane teaser. There is even a “long-term shelter supply” that is sold out:

Abrams admits that there is a “‘larger conceit’ at play here,“ and hinted at a third movie connecting Lane with the original Cloverfield. “This is just this movie, and it’s only two films that we’re talking about right now,” Abrams said. “There is something else that we’d like to do, and hopefully, we’ll get a shot.”

10 Cloverfield Lane is scheduled for release on March 11.