Cloverfield was a very successful film and grossed £22m with only £15m as its budget. I believe that Cloverfield’s success came from its clever use of viral marketing, which is basically using the internet and word of mouth to its advantage. Viral marketing is also called “User-generated marketing”, which speaks for itself. JJ Abrams produced the film and introduced the teaser trailer, which was like a documentary (post-modernism) and used a lot of enigma codes, onto YouTube and the mass internet. The trailer featured the iconic decapitated head of the statue of liberty and the quote “they gonna want to know how it all went down”, which gets the audience thinking “what happened?” and “what happened to the statue of liberty?”, thus, the word of mouth begins on the blogs, forums and chat rooms. The enigma codes and slow release of information were both constructed to encourage discussion online on blogs, social networks and social gatherings, which was how the real marketing took place and got huge amounts of people interested, hence, the success of the film. The trailers exposition containing the chilling geographical marker which was “area formally knows as central park”, got the audience’s attention and related to them. The Cloverfield characters also had MySpace, Facebook and other networking websites which added to the realism of the film but was still a successful marketing plan.