The full trailer for the new JJ Abrams film Cloverfield launched online yesterday.
It maintains some of those 'manageable gaps in knowledge' that triggered the flurry of excitement around the teaser a while back, but confirms a few elements that the web has been speculating about, such as the name of the movie.
It is already being dissected in detail by people looking to fill in some of the gaps.
It's a home grown American monster movie - the iconography of the headless Statue of Liberty roots it strongly in Americana - inspired by a visit to a Japanese toy store:
"We saw all these Godzilla toys, and I thought, we need our own monster, and not King Kong , King Kong's adorable. I wanted something that was just insane and intense."
The film is entirely shot on hand held digital video cameras - the conceit being that someone is using a camcorder when the monster strikes and then keeps filming.
By turning the principal character into a cypher, a vicarious POV, the film puts the viewer into the experience. This hyper-reality is further enhanced by the lack of recognisable stars and the ARG elements that are being built into it.
As the trends in entertainment continue to move towards more immersive experiences that blur the line between fiction and reality, devices that shorten the conceptual distance between narrative and audience will continue to develop.
[Thanks to Jesse for the head's up]