Cloverfield: Defy Expectations

Left side of above image—the Cloverfield promotional poster. Right side: a mirror of the left. Hidden between—our monster.

There is a reason many movies evoke similar emotions—and generally feel the same.

As viewers we often sense this, knowing without knowing there is a pattern—a formula followed with the same feel-good results.

Our protagonist wrestles with an internal struggle and, over the course of the story, overcomes their flaw—emerging as a self-actualized person ready to change the world.

This universal monomyth formula, called The Hero’s Journey, (first chronicled in Joseph Campbell’s The Hero with a 1,000 Faces) presents not only the power of the monomyth, but the emergence of the monomyth in cultures entirely removed from one another.

An in-depth case study; the science of story.

Story structure, like living organisms, compete for resources (in this case the limited attention of an audience). The story forms that resonate emerge dominant; the others fall away.

The power of the monomyth resonates universally and thus is not culture-specific, but impactful for all cultures at all times. The format inspires tangible, real-world results. If you want to capture their hearts and minds, the monomyth is the time-tested formula.

However, even the strongest forms can be exhausted.

Enter Cloverfield.

Many viewers find Cloverfield unsettling—and for good reason.

The film defies classic storytelling, ignoring the predictible monomyth structure. The first act deceives us, launching in a genre direction entirely disconnected from what remains.

Above left: Two scenes well into the first act; no allusion to what follows.

Above right: mayhem.

The film is haunted by an ending where nothing is resolved and (with the exception of Lily) none survive.

The traditional “I love you” finale does occur—only to be, like all scenes before it, instantly negated and rendered completely meaningless in the film’s final moments.

Love, strength of character, willpower, and the relentless drive of the human spirit mean nothing against so powerful a force as our monster. Our expectation of a feelgood ending is betrayed.

With none of the traditional story beats of the monomyth, Cloverfield is something entirely—and refreshingly—unique.

Other convention-defying elements of Cloverfield deserve merit. Production was green-lighted with the utmost secrecy; no details leaked. Even the first trailer fed the mystery—the movie’s title left unrevealed. The story’s biggest question (where is our monster from?) appears unanswered.

Though, it is.

Re-watch the final scene in frame-by-frame slow motion—our hero and heroine on a Coney Island Ferris wheel. The camera pans out to the ocean; a large boat is seen on the horizon. Like a meteor our monster descends from the sky into the ocean. This is so fine a detail only the most discerning viewer will find it; a tremendous reward hidden in plain sight. Another mold-breaking masterstroke.

Had the traditional monomyth remained unchallenged, Cloverfield would not be what it is.

The leadership lesson is this.

During your product or service beta phase (when you are fire-testing initial concepts), don’t be afraid to defy traditional boundaries.

You do not do this in the middle of the game—you do it in the game planning phase—precisely the time to do so.

Entertain exotic concepts. Trial, error, fresh ideas, and new perspectives reward the bold.

Think of beta testing as a piano—there are countless keys available; each unique. How easy it is to sit and play the same note over and over, unaware—or unwilling—to step outside of what is familiar, what is comfortable, what is known.

Consultants help break the paradigm with fresh perspectives. Hire one.

Tap down the organizational chart as well; colleagues working directly with your end users are a treasure trove of knowledge. These colleagues have the best understanding of the end user’s experience, and the pros and cons therein. Treat them as advocates for your client’s needs. Their voice matters.

Challenge your organization. Challenge yourself.

Defy expectations.

Step outside of traditional (and self-imposed) boundaries.

The same pattern yields the same outcome.

Break the pattern.

Mark Joseph Huckabee