Fans of J.J. Abrams and unsuspecting moviegoers were immediately immersed in the “Cloverfield” universe from the minute its trailer launched without a title. In the months that followed, extensive backstories for the characters and an origin story for the monster were developed through the use of interconnected websites, original video content, and real-world easter eggs. The film’s universe ultimately converged with reality at “Rob’s Surprise Party”, an event in NYC which recreated the opening scene of the film.