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J.J. Abrams Book Project: S.

Yesterday, Bad Robot Productions posted a mysterious trailer that really only teased fans of Abrams work, wondering what he had in store for them next.  Well, it didn't take long for the internet to crack the mystery, with both the font used in the trailer and domain registrations giving things away.

It looks like the trailer is a tease for a book project devised by Abrams and written by Doug Dorst called 'S.'.  It is to be told through 20-odd real world artifacts in a "mystery-box" manner.  I'm not sure how that will work exactly, or what the trailer has to do with that description, but it seems likely this is the project the trailer is teasing.
Here is how the publisher breaks it down:
At the core of this multilayered literary puzzle of love and adventure is a book of mysterious provenance. In the margins, another tale unfolds—through the hand-scribbled notes, questions, and confrontations of two readers. Between the pages, online, and in the real world, you’ll find evidence of their interaction, ephemera that bring this tale vividly to life.

Both of the websites connected to the book release ( and .net) are also registered with the same shell company Bad Robot used to buy up viral marketing sites for Cloverfield.  The name they were registered under "Petunia Plasticine" doesn't exist, but the flower Petunia is native to South America, where a postcard teaser was pictured from earlier this year for the book.

Abrams certainly seems to know how to handle viral marketing, the book, due out later this fall is sure to get attention.  Here is the trailer:

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