( CNN ) -- J.J. Abrams cast a meaty hook into the Web waters on Aug. 19 , a teaser for a new entertainment project that we may or may not know anything about . The mystery box angler loves using this kind of bait : `` Stranger '' is reminiscent of his puzzling promo stuff for Super-8 or the crypto-content that the `` Lost '' brain trust used to feed fans during hiatus . ( Remember `` The Last Supper '' ads prior to season 6 ? ) Decoding this kind of stuff is n't for everyone . And for some , it annoys as much as it amuses . Regardless : We 're biting . Because we are easily amused , and because we ran out of '' Breaking Bad '' analysis to read , and because no one knows how to bait a hook quite like J.J. Abrams . We love how he turns marketing hype into storytelling fun . What 's `` Stranger '' about ? Five theories — none of which involve `` Star Wars Episode VII '' ( we assume it 's still wayyy too early for that ) . Star Wars Galaxy : See Full Coverage . 1 . It 's a tease for NBC 's `` Believe , '' a new show from J.J. Abrams and director Alfonso Cuaron coming early next year . A sci-fi/fantasy series with elements reminiscent of `` Firestarter , '' `` Harry Potter '' and Kung Fu , `` Believe '' concerns a girl named Bo ( the spectacularly named Johnny Sequoyah ) with emerging supernatural abilities , raised and protected by a group known as `` True Believers '' for a righteous purpose . Evil forces threaten to exploit , corrupt or destroy her , so the Believers bust a death row inmate out of the clink to serve as her bodyguard . The `` Stranger '' teaser shows a man with stringy hair crawling out of the ocean in the dead of night . This could be Bo 's protector , Tate ( Jack McLaughlin ) , who also has stringy hair , and we could be witnessing the dénouement of his prison escape . The seemingly sinister watcher with the stitched lips could be an evil agent . Or maybe the righteous , shadowy Believers prefer fearsome visages . Does this video presage a viral video series that will flesh out character backstory or mythology for `` Believe '' ? Because that would be a cool idea . 2 . It 's a tease for a new novel written by Doug Dorst in collaboration with J.J. Abrams , scheduled for publication on October 29 . The book is entitled `` S. '' and Mulholland Books summarizes the opus hazily and thusly : `` At the core of this multilayered literary puzzle of love and adventure is a book of mysterious provenance . In the margins , another tale unfolds—through the hand-scribbled notes , questions , and confrontations of two readers . Between the pages , online , and in the real world , you 'll find evidence of their interaction , ephemera that bring this tale vividly to life . '' In other words : `` S. '' is more than a novel . It 's a transmedia entertainment experience , with viral elements that apparently include this postcard from a seaside town in Brazil . Sounds like `` House of Leaves '' meets `` Griffin and Sabine : An Extraordinary Correspondence '' meets `` The 39 Clues '' meets the cult classic UPN TV series `` Nowhere Man . '' Is the ( amnesiac ? ) `` Stranger '' who washes up on the beach in the video the `` S '' of the book 's title ? A telling clue ? Dorst 's previous novels include `` Alive In Necropolis '' ( sewn lips guy in video = living dead guy ) and `` The Surf Guru '' ( guy crawling out of surf = well , surf ) . 3 . It 's a tease for a new TV series produced by J.J. Abrams for Warner Bros. Television based on the DC Comics superhero the Phantom Stranger . I really , really , really want this to be true . 4 . It 's a tease for a `` Lost '' spin-off series , to be told through viral videos and other alt media . All new mysterious castaways ! All new mysterious Others ! All new mysterious mysteries to mystify and mystery mystery yadda yadda yadda mystery OH LIKE YOU DO N'T WANT THIS . 5 . It 's a tease for a `` Star Wars '' movie about a runaway Boba Fett clone who escapes the hatchery on Kamino and teams up with a rogue Jedi with sewn lips to open a fish taco stand on Tatooine . We could n't resist . But again , as utterly and totally plausible as this theory sounds : Too soon . Your theories ? See the original story at EW.com . CLICK HERE to Try 2 RISK FREE issues of Entertainment Weekly . © 2011 Entertainment Weekly and Time Inc. All rights reserved .
Bryan Abrams posted a teaser trailer for a new project . The nature of the project is still under discussion . Abrams is continuing to surprise fans with mysterious promos .