Star Wars Episode 7: 10 Things To Expect From JJ Abrams

10. Viral Marketing

Cloverfield Nobody does viral marketing like J.J. Abrams, because nobody makes viral marketing so frustratingly vague and downright irritating. It certainly works to build up extreme levels of hype, though. Be it through his tendency to push out extremely vague teasers that offer no information about the things we might eventually expect to see, or forcing people to guess what is is they're trying to guess without granting them even the slightest clue, Abrams is officially the king of annoying marketing campaigns. Remember during the Lost era when a series of clues on the show's website granted you a phone number that eventually led to, uh, nothing at all? Joyful.
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All-round pop culture obsessive.