Technically it's idiot nerds on the internet who build hype, all JJ Abrams does is release ambiguous trailers, ambiguous pictures and ambiguous made-up articles, and then sits back and laughs as the internet overreacts to it all and people make themselves believe it must be something special.
Then you find yourself sitting in a theater watching utter gutter crap like Cloverfield and people still tell themselves it must be something special.
Then years later a somewhat intriguing but not all that special trailer to a quasi-sequel (and/or apocalyptic spin-off of The Room) drops, and people still tell themselves it must be something special.
And now you're here, reading this post, and you probably try to tell yourself all of this isn't the case. But it is, because I deducted it from an ambiguous news article on a fake website from a fictional soda pop company that is visible in the background of a movie trailer.