Cinelinx: " JJ Abrams surprised many people by revealing a movie he produced in secrecy during the Superbowl, 10 Cloverfield Lane. Many people got excited, but some of us saw it as something more. Almost immediately after the announcement many communities sprung up again, Reddit was in full bloom, and Cloverfield fans woke up from their lengthy naps. Why? Well Cloverfield was rather known for it’s ARG (Alternate Reality Game) that led up to release, and many fans assumed 10 Cloverfield Lane would follow suit. They were right."