Here’s the New Trailer For J.J. Abrams’ Mystery Box, Er, Book

Oooh! Above is the latest look at J.J. Abrams secretive S project. Surprise! Turns out it’s an elaborate novella/mindgame envisioned by Abrams and written by Doug Dorst instead of, as we predicted a few weeks back, a production of Rod Serling’s The Stops Along the Way. I still don’t have a clue what the hell is going on here, but I appreciate the spooky atmospherics nonetheless. Before you watch this, I should warn you that there is some potentially disturbing imagery that kicks in at the 1:19 point. The trailer ends with a link to the book’s website, which seems surprisingly straightforward instead of the viral marketing clusterfuck I expected it to be. The more you know! Anyways, this is suitably chilling, but it still doesn’t even begin to approach the creepiness of this ad. All will be revealed one way or another when S. is released on October 29th. Feel free to share your thoughts on the work in the comments. Just do me a favor and spare me the lens flare/Khan jokes, k? (Via i09)