With the release of Iron Man 2 last weekend came a surprise no one saw coming: a trailer for a J.J. Abrams- (Lost, Fringe, Cloverfield, Star Trek) directed movie — being produced by Steven Spielberg, no less — and featuring a train wreck with something breaking its way out of a storage compartment. If that wasn’t enough to get you excited for Super 8, good ol’ J.J. has another viral marketing scheme up his sleeve designed to tease and excite you without giving away too many details.
This article appears in May 13-19, 2010.