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J.J. Abrams' Bad Robot Productions Releases Cryptic New Trailer

August 19, 2013  |  3:00pm

Update:A report by Bleeding Cool has put forth a very convincing theory that the trailer is, in fact, an advertising for the upcoming S., a new novel from Doug Dorst and Abrams. Apparently, the experimental, epistolary-type book will tell a story via “20-odd real world artifacts.”

The writer points to the similarity in font between the text seen at the end of the trailer and the text found on a promotional postcard featured on the Huffington Post as evidence.

Whatever the truth turns out to be, the novel itself is set to be published on October 29.

Original Text:
J.J. Abrams isn’t exactly known for being an oversharer, with his steadfast belief in the “mystery box principle and insistence that audiences should know as little about his movies as possible prior to sitting down in the theater.

While Abrams’ reticence may be a point of contention for some, his approach is nothing if not enticing. Case in point—his production company, Bad Robot Productions, today premiered a mysterious new trailer exclusively on Entertainment Weekly dubbed merely “Stranger.”

Posted without a log line or release date, the moody black-and-white trailer begins on a lingering shot of the stars before rapidly panning to a longhaired, disheveled man who appears to have fallen out of the sky and onto a deserted beach. The disoriented man then staggers onto shore as a soft piano score soundtracks the proceedings.

“He arrived knowing nothing of himself,” an authoritative-sounding narrator says. “Who is he? Soon he will know.”

The quiet intensity of the trailer soon gives way to horror as we realize that the man is being watched by an individual who seems a bit shady, to say the least.

Within minutes of the trailer’s posting, the speculation began. Is it the first trailer to the Bad Robot project based on an Rod Serling’s unproducedTwilight Zone script An upcoming Abrams-produced TV show? A premature teaser for Star Wars: Episode VII? Whatever the case, there hasn’t been as big a buzz surrounding an untitled project since, well, the the initial, untitled trailer for the J.J. Abrams-produced Cloverfield was released.

Touché, Abrams. Touché.

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