2. Cloverfield - Unidentified Monster
When the very first trailer for the unnamed "1-18-08" project hit the web, the net nerds went absolutely crazy, theorising about what it could possibly be, with many suggesting that Matt Reeves' debut feature was to be a Godzilla remake. Even when the title, Cloverfield, was revealed, audiences were still left pretty clueless about the events of the film or even what the creature looked like. This is the genius of the movie's marketing; it keeps you agonisingly intrigued in the mystery, and gives only one very distant shot of what the monster looks like, keeping the surprise for the cinemas, and therefore making audiences desperate to go see the film. Helping to enhance the mystery was a wealth of online content, such as fake companies and speculation about suspicious activity in the ocean that might have borne this creature. One of the most imaginative and brilliant mysteries in movie marketing history, Cloverfield ended up being a financial success and went down as one of the best monster movies in years upon release.