Promoted as a monster movie seen through the eyes of an average person's video camera, Cloverfield succeeds brilliantly with its inventive-style but still leaves you with a sense of deja vu.

The film starts as a group of beautiful 20-somethings host a leaving party for their incredibly popular friend Rob.

Trusted with filming the event, his pal Hud goes around capturing the evening's fun and filming to-video send offs on a hand-held camera – before a catastrophic event hits Manhattan.

Through this initial set up we learn a little about the characters, mostly Rob who is in love with Beth, and vice-versa, although they are struggling to admit it.

But it is hard to care about the group as the audience wait to see exactly what is about to attack the city and destroy all of their fun.

Gimmick

The film's gimmick is that the audience perspective is entirely through the hand-held camera as Hud clings onto it filming the events –– saying future generations will need to see it.

At first it is difficult to believe that someone would keep filming for 80 minutes during a life-threatening disaster, but Hud's character is so irritating and geekish that in some way it is believable he would not let go.

Weak and one-dimensional characters aside, when the disaster does happen, producer JJ Abrams and director Matt Reeves' film is as effective as any film of recent years.

It makes us feel like we are there and you can feel every brick fall from a building and missile hit, much in the same way as the tour-de-force first 20 minutes of Saving Private Ryan.

The cinematography leaves us disorientated and powerless, as the military usher people around the panicked city and the camera catches glimpses of the towering creature.

Without fancy editing techniques Cloverfield still manages to create panic and fear in a way that does not allow you to look away or escape and therefore share the protagonists' drama.

It is through its unique style and gimmick that Cloverfield is successful and worth the hype –– but once this is taken away the film is empty and cliche-ridden.

The plot is bog-standard and follows Rob's search for his wounded love Beth after she leaves the party early - but it is hard to care about either's fate as they are just so bland.

Without saying too much about the creature, monster movie buffs may be scared, but also feel already acquainted as it is very similar to the beast from another little-seen film.

Some of the set pieces are also taken straight out of the horror/sci-fi rule book, most notably as Rob and his friends walk through train tunnels in the dark and the use of lighting and suspense techniques feel very predictable.

On first viewing Cloverfield feels like something special and with its hand-held style and media hype pulls off a feat much like The Blair Witch Project –– but like that film it will most likely not hold up on return viewings and definitely not on the small screen.