Pacific Rim Viral Marketing Draws Big Numbers3.12.12 # News # 4 Comments
The viral marketing campaign for Guillermo del Toro’s upcoming sci-fi monster film Pacific Rim has kicked off with the release of cryptic videos and “leaked documents” detailing emergency alert systems, and news reports relating to the film’s giant interdimensional creatures. You may recognise a bit of Cloverfield in all this.
First up, testing the system:
And now, a big one’s on the loose:
The marketing is working so far – that video’s been watched a million times.
So how are we going to fight such huge scale invaders from the deep? Well, in giant mech suits like this one:
With a $200 million budget, Pacific Rim is arguably del Toro’s biggest project to date. It’s a blockbuster homage to Japanese monster movies such as Godzilla, known as the Kaiju genre in Japan, which also happens to be the name of the monsters in Pacific Rim. Footage of the film was shown at Comic Con 2012 to great acclaim and a full length trailer will debut in front of The Hobbit this month. Starring Charlie Hunnam, Idris Elba, Ron Perlman, Charlie Day and Rinko Kikuchi, Pacific Rim opens July 2013.
The rise of social media in recent years has provided ideal ground for viral marketing. Prometheus made good use of it. As did the likes of The Dark Knight.