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It's clearly meant to make people think about the original, as it's by the same production team, and the trailer prominently displays the title as 'Colverfield', before slowly fading in the '10' and 'lane' afterwards. Other than that, I have no idea.

Is this related to Cloverfield in any way other than just a 'monsters' theme? At any rate, I can't wait! Can't believe I never even knew about this movie's existence until a week or so ago.