10 Cloverfield Lane: A Complete Guide To The Viral Marketing

6. The GPS Clues In The Trailer

Cloverfield had several frames of classic monster movies snuck in between shots, a trick that was repeated in 10 Cloverfield Lane's marketing - in five variant trailers released initially only in cinemas, there were seemingly randomised still images spliced in. Typing a description of these image's subject (e.g. Sailor Monkey) into YouTube led to various Paramount-owned channels that hosted the respective trailer versions, leading to fans getting clear, HD versions of the images. Each image has some numbers hidden in them and adjusting their hue and contrast revealed some had been secretly circled on each. Theories about what these meant were rampant, with one of the more outrageous being they were GPS coordinates - 30.675689, -90.125742 (the order was decided by alphabetising the words featured in each image). And wouldn't you know that's exactly what it was!