J.J. Abrams’ “Cloverfield” trailer, viral marketing leak out to the internet, we jump right on it.

[Update]Check out more of our Cloverfield Coverage!


A screenshot from Video 1.

If you’ve seen Transformers, you’ll know that a secret trailer plays out in front of it. This “awesome” trailer has caught the eyes of many a moviegoer, leaving them stunned. The trailer is of J.J. Abrams’ next sci-fi project, which currently unnamed and goes by the codename “Cloverfield”.

The trailer is shot in a shaky home video camera style, which emulates a sense of reality and Youtube-ness. It is rumoured that the entire movie will be shot in this fashion. Wow. While all instances of the trailer have been forcefully deleted by Paramount, you can find one Google Video instance here at FirstShowing.net.

But what has made the internet really crazy is the unveiling of the movie’s diabolical Viral Marketing campaign. Like all others, it melds mystery with fear, intrigue and above all, internet fun. The campaign in question is in the form of a mysterious website: www.ethanhaaswasright.com. It may not make much sense to you at first. Read on to find out what I, Brandon and a whole lot of other people have uncovered.

The site is a set of puzzle games, interspersed with short videos with a military-uniformed guy talking about “Ethan Haas”, an upcoming war, prophecies and what-not. Since my internet connection sucks, I wasn’t able to get the video to stream properly. Brandon helped with uncovering what the guy says in the videos. Below is the entire transcript of what the fellow says, according to us.

You can find a complete set of the videos in high-quality here (FLV Format). The Youtube versions are still intact as of this writing, though Video 4 has gone missing.

Video 1
My name is Van. I have the writings of Ethan Haas here. I thought it was just some old story, but then it began to seem like he had actually seen the future. Everything up to now has happened exactly as he said it would, and then there’s his predictions of the future. So many people die!

You were able to find this message. You’re one of us, so you must know what needs to be done. But to be sure I have to test you. You need to find others and help us try to stop it. You must send them here to prove that they’re one of us. We’ve already started, but we’re not strong enough, yet. We only have until August 1st to recruit and prepare. Now, trust Haas for the answer.

Video 2

The signs have already started to show themselves; they have been for years. But when money is more important than saving lives to the ones who have the power to stop it, why would they want to share the truth? Our ways have brought this upon ourselves. And this is just the beginning. This world is going to change, one way or another. It’s inevitable, and you know this. But there’s help out there for us. Now I’ll make a single point to find out. Challenge those who know before it’s too late.

Video 3

We are blinded by our own selfish interests. Our wars are taking the lives of those who need for the bigger battle ahead. Intolerance, oppression, poverty, and poor education are killing those that can help defend the world. The media is failing us in exchange for ratings. Worse, no one can see what we see. The destruction will be unlike anything the world has ever seen. The more of us that survive, the better our chances. But now, a group of us carefully positioned in unison, can unlock the way to a new fate. You must get others here, or this will all be for nothing. You’ll see.

Video 4

…the stars begin to rain down, the few survivors will think there’s safety in the cities. But they won’t know what you and I know. Only then it will it really be the beginning of the end. When they finally show themselves, and shock what’s left of the old world, where we stand in the new hierarchy will be up to us, and what we do today. This will be the final and most challenging of all things that have come. We won’t have time for any more games after this, only the truth. Now, the more that we are in the same place at the same time, the more we will all see: we must organize before it’s too late.

Video 5

Haas’ visions end here. What happens next is completely up to you. You’ve unlocked the key code that will bring you reward for your dedication to our cause. But it will first to start to be of value on August 1st. And you will only have 30 days to use it. Take note of this code. It will help get your preparations underway for the new world that you’re now a part of, whether you like it or not. What role you will play, and how you live or die, is completely up to you. It begins August 1st. We will meet back here on that day.

Wow. This is definitely the best viral marketing campaign I’ve ever seen. And I have seen Ilovebees.

Now, going back to the game, we’ll see some stars up above. Clicking on one of these stars starts up your mail client. If you send an e-mail there, you get this:

If you’re receiving this auto-response message it means that I’ve gone into hiding. You should be careful now, too. They’re likely to start coming after all of us in an attempt to keep the balance of power in their favor. But remember, as our numbers increase as a group, the weaker they’ll become.

As you recruit new people to our cause, you might need to share this message as guidance for how to navigate the 5 locks to the key code…

  1. The first lock will test your memory. Follow the trail of light and sound, but be careful — one wrong move will send you back to the beginning.
  2. For the second lock, you may need to look to the stars. They will help you find HAAS who will lead your way.
  3. The third lock will require you to extinguish all lights but one. Only with one light remaining will you be able to proceed.
  4. The fourth lock will let you move all 4 pieces through the control of one. However, unless the three key pieces are simultaneously placed into position, you will not be granted access.
  5. The fifth lock will be the toughest. Seek help again from the stars to reveal your key and the message that you must decode. The two working together will open the way.

Good luck.


This is basically a series of hints for the big puzzle on the main site. You can find a complete walkthrough of the puzzles here at Jayisgames.com.


What is Cloverfield? According to Wikipedia,

Cloverfield is the working title or codename of a science fiction film set for release in 2008 produced by J. J. Abrams, directed by Matt Reeves, and written by Drew Goddard.

In February 2007, Paramount Pictures secretly greenlighted the project Cloverfield to be produced by J. J. Abrams, directed by Matt Reeves, and written by Drew Goddard. The casting process was also carried out in secret, with no script being sent out to candidates. With production estimated to have a budget of $30 million, filming began in mid-June in New York.

The much-hinted-at release date is supposed to be the 18th of January, 2008. Whatever the case, I am going to frickin’ see this movie the day it comes out.

Thanks, Brandon Undead.

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