Cloverfield's hype machine is really starting to get clever now, as the release date gets ever closer.
The latest viral videos - fake German, Italian and Spanish news bulletins, each with their own new footage - are brilliant; think the Blair Witch with geopolitical ramifications, and you're halfway there.
With the global covered, the Cloverfield marketing team also found time to add detail to the personal - with key character Rob Hawkins updating his myspace blog with new clues.
This really is good stuff - films have used myspace before, of course, but we can't remember the last time we saw one that added depth to characters. Check Rob's comments (especially Beth's), if you want a bit more emotional investment when you're queuing for Cloverfield tickets.