Papa Vinyard here, now here's a little somethin' for ya...
Last month, we got a teaser for a J.J. Abrams project of indeterminate nature. It obviously wasn't STAR WARS, or a sequel to CLOVERFIELD or SUPER 8, so what the hell was it? Maybe a new TV show? Well, the full trailer reveals that this has been an elaborate ad for a book called S. that J.J. Abrams "conceived" and was written by Doug Dorst. According to EW.com, who premiered the trailer, the book is about a correspondence between two college students, an undergrad girl and a male grad student, that centers around a 1949 novel that they use to pass notes and letters off to one another. The book will also contain the "novel within the novel", and many of the handwritten notes themselves.
Sounds interesting, but what does that have to do with the teaser? My guess is that it's all about creating the atmosphere of the old novel that plays such a crucial role in the plot. I don't know what the hell drives this guy to sew his mouth shut, but I have to admit, the "mystery box" bullshit worked on me this time; I'm pretty interested in finding that out for myself.
We should hear more word on the quality of the actual book in the next few weeks. I'm usually skeptical about using video to advertise printed material, but in this case, and considering the potency of the J.J. Abrams brand, I think it was a strong move.
S will be published on October 29th.