’10 Cloverfield Lane’ Viral: What’s in the Box?

10 Cloverfield Lane Trailer

I’m trying to stay in the dark when it comes to 10 Cloverfield Lane. The teaser showed us pretty much everything we needed to know, but apparently the trailer that premiered the other day on The Walking Dead revealed more information about Dan Trachtenberg‘s feature debut. With the film opening in theaters next month, we’ll soon see more from 10 Cloverfield Lane.

For the past few weeks there’s been plenty of viral marketing for the project, and now we have more of it to unpack, including different trailers and coordinates to a location — which someone actually went to and took a video of his discovery.

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Last week I made a post mocking the cheesy Guitar Hero World Tour commercial directed by Brett Ratner. /Film friend Dan Trachenberg sent me an email in defense of the Rat. You may know Danny T as the co-host of The Totally Rad Show or his appearances on the /Filmcast, but what you might not know is Dan is actually an accomplished commercial director. What I’m trying to say is he knows something about the subject. I asked Dan if I could reprint his email on the site, as I found the perspective, especially the video example, to be interesting.


Hey buddy,

Just in comment to your post about the Ratner spot, I wanted to play devil’s advocate (as you now know I love to do :)

First of all, commercial directors never come up with the concept for the commercial (though it’s possible Ratner’s link to the GH game may mean he DID have something to do with it….possible, but very unusual). I really don’t think you not liking that commercial had much to do with Ratner. And to argue my point are offer this example:

[flv:http://bitcast-a.bitgravity.com/slashfilm/trailers/snydercircuitcity.flv 376 280]

That is directed by Zack Snyder.


By the way, he also did this superbowl spot you may recognize: