First JJ takes advantage of the low cost of shooting digitally with the conceit that all the footage in 1-18-08 (aka Cloverfield) is provided by the characters recording events on camcorders. This allows for low cost CGI.
Second JJ releases stills without telling anyone a storyline and sits back and reaps gobs of free analysis of each photo on countless blogs.
Third (and not last, I'm sure) JJ misdirects with 'Monstrous' (still via Vulture) and enjoys as the entire blogosphere a) believes this will be the title of the movie and b) criticizes JJ for picking such a dumbass name.
I love watching this guy operate. (But, seriously dude, don't keep that dumbass title. Have you considered 'Movie' or perhaps 'Watch While Eating Popcorn'? Both are better).