J.J. Abrams is a fine filmmaker, but he might be an even better huckster. It wasn’t too long ago that Rolling Stone declared him to be “this generation’s P.T. Barnum,” praising the man’s unique talent for creating mystery around a project and generating buzz. He turned Star Wars: The Force Awakens into the can’t-miss cinematic event of a year that had already produced three of the ten highest-earning movies of all time. As the producer of Matt Reeves’ Cloverfield, Abrams took it upon himself to facilitate the creation of an ‘alternate-reality game’ that led determined fans to tantalizing new tidbits attached to the film. And it seems that now, Abrams is up to his old tricks.