On Super Bowl day, I wasn’t all that interested in the outcome of the football game. I was excited for something else—the rumor that a new Cloverfield movie was going to drop that same night. 10 Cloverfield Lane was fantastic, I thought, so maybe this will be too. I’m totally going to stay up and watch this! An hour later, I realized I had been tricked in by JJ Abrams’ latest marketing gimmick.