Skip to main content

The creators of Stranger Things 4 are known for hiding clues in their marketing and promotional material. The full-length trailer released on Apr. 12, 2022, included timestamps skillfully hidden in one quick flash on the screen. Fans quickly got to work deciphering what the hidden timestamps meant and where they led.

'Stranger Things 4' production still with Priah Ferguson as Erica Sinclair, Gaten Matarazzo as Dustin Henderson and Caleb McLaughlin as Lucas Sinclair looking at a Lite Brite on a bed. Stranger Things 4 clues
Priah Ferguson as Erica Sinclair, Gaten Matarazzo as Dustin Henderson, and Caleb McLaughlin as Lucas Sinclair | Cr. Courtesy of Netflix

‘Stranger Things 4’ fans decoded clues hidden in the trailer

After Netflix released the full-length trailer, fans caught some numbers hidden at the 1:59 timestamp. Four sets of numbers floated in a flash, and they appeared to be timestamps themselves. Viewers looked at the scenes for those timestamps but found no connection between them.

One Redditor used each still from the timestamps in the Stranger Things 4 trailer and marked up the places the numbers had blurred out around them. At the 33-second mark, they found the letters I, A, and M. They discovered the word “hell” at the 52-second mark and an S at the 1:46 mark. In the final spot, they found the word “master.”

The sentence spelled out “I am hell’s master,” but fans didn’t know where to go from there. However, someone eventually plugged the sentence into their browser, which led them to this site. The page shows the grandfather clock featured so prominently in the teasers and trailers with a countdown. Because we already know Stranger Things 4 doesn’t premiere until the end of May, the countdown doesn’t add up to the premiere. Instead, the creators hint at something happening on Apr. 29, 2022.

Another clue from ‘Stranger Things 4’

When users arrive at the website, they are given the option to enter their email addresses. Immediately upon adding your email, the following pops up in your inbox:

“The world is full of obvious things which nobody by any chance ever observes.” – Sherlock Holmes as quoted by Dustin Henderson.

Good work. Looks like you discovered that something strange is indeed going on. As a fan of Netflix’s STRANGER THINGS you know nothing is ever what it seems, especially in the Upside Down, so trust us when we tell you that this is just the beginning.

Very soon, you’ll be able to immerse yourself in the mystery by decoding messages, solving puzzles, and even collecting rewards along the way. But for now, thanks for playing with Candy and make sure to follow Stranger Things official channels on Instagram, Twitter, and Youtube for more curious information…

Oh, and please don’t forget to keep a sharp eye on iamhellsmaster.com for registration info and the all-important countdown clock.

See you on the other side. Over and out.”

-Email from IAmHellsMaster.com

Very little other information is given, which leads to even more confusion about the secret meaning behind all of this.

Related

‘Stranger Thing 4’: Demobats ‘Act as Spies’ According to the Duffer Brothers

‘I Am Hell’s Master’ site is sponsored by a company called Candy

Once fans take a closer look, a company called Candy appears to sponsor the marketing campaign. The company describes itself as “a next-generation digital collectible company offering digital assets for fans and collectors.”

Are Netflix and Stranger Things 4 creating their own NTF? All signs point to yes, but very few details about the project are available. The Stranger Things fandom loves collectibles such as Funko Pops and trading cards, so it makes sense the next move is toward digital collectibles. However, as of now, we know nothing about what those might look like. 

Thankfully, we only have a little over a week to wait before getting more answers. Stay tuned to Showbiz Cheat Sheet for all your Stranger Things news!

Best in Entertainment