That was meant to be a falling satellite, not the monster.
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Hang on...
http://en.wikipedia.org/wiki/Cloverfield
Quote:
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Originally Posted by Wikipedia
The film cuts to Rob and Beth's Coney Island date many days before they meet again at the start of the party where in the background an Tagruato satellite can be seen falling from the sky and landing in the ocean.
(snip)
Viral tie-ins
As part of the viral marketing campaign, the drink Slusho! has served as a tie-in. The drink had already appeared in producer Abrams' previous creation, the TV series Alias.[39] Viral websites for Slusho! and a Japanese drilling company named Tagruato (タグルアト ,Taguruato?) were launched to add to the mythology of Cloverfield. A building bearing the company logo for Tagruato can also be seen in the TV spot of the eleventh Star Trek film, another Abrams production.[5] When Cloverfield was hosted at Comic-Con 2007, gray Slusho! T-shirts were distributed to attendees.[40] Fans who had registered at the Slusho! website for Cloverfield received e-mails of fictional sonar images before the film's release that showed a deep-sea creature heading toward Manhattan.
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Satellite crashes > disturbs deep sea monster. Something like that...