It Turns Out that Trailer for the Mystery J.J. Abrams Movie Is Not a Movie Trailer at All

Hey, remember that super mysterious, creepy, and intriguing J.J. Abrams trailer we told you about a few weeks ago—the black and white one with the eerie voiceover and the guy on the beach who doesn't know who he is, then concludes with an image of a dude with his mouth sewn shut?

Well, there's a new trailer for this mystery project. It's still in black and white, and it still has the eerie voiceover, but now we learn whatever is going on has something to do with a writer, and that "they" are coming for you. Or him. Or me. Hell, I don't know—somebody.

Oh, right, and we also learn that this J.J. Abrams mystery project is a book.

Hand to God, I am not sh*tting you. It's a trailer for a book by J.J. Abrams and American novelist Doug Dorst...produced by Bad Robot Productions, apparently.

Now, contrary to popular belief, I am not against books. In fact, I am very, very pro book. But this is definitely a new way to market a book, and it's not what anyone expected from J.J. Abrams.

I mean, how does the lens flare translate into the written word, anyway?