With Cloverfield and 10 Cloverfield Lane, the series has very much built itself on the concepts of subversive storytelling and marketing.
However, with something like Cloverfield it gets a bit trickier.
For any other major movie franchise, this would be worrisome.
The trailers for these films regularly mislead audiences and go heavy on J.J. Abrams’ well-worn idea of the “mystery box,” which means the lack of footage (despite the set release date) could say that Cloverfield 3 is trying to do something different by using word-of-mouth and the built-in fanbase established by the first two installments.