Cloverfield: Something's Coming. . . And It's Awesome I am genuinely surprised by how much I love Cloverfield, the JJ Abrams-produced monster movie which, despite being heavily promoted through viral marketing schemes, has largely managed to remain shrouded in mystery up until today's release. The viral stuff was starting to get exhausting — and ridiculous — and I worried that all this hubbub would be for naught, and all of us Abrams fans would be fiercely disappointed. I was wrong.