New ‘Pacific Rim’ Viral Images Focus on the Kaiju [Updated]

2 years ago by  

On the face of it, you have to question the necessity of viral advertising for Guillermo del Toro’s Pacific Rim. When a movie’s synopsis is, “Mountain-sized extra-dimensional sea creatures battle against giant robots that are controlled by GLaDOS from Portal,” the marketing team may as well just put that in block letters on a white background and go for an early lunch.

While the film has a few potential pitfalls that could make it a box office risk, it also has a very enticing set-up and plenty of positive buzz being generated from early screenings. It stars Sons of Anarchy‘s Charlie Hunnam and Japanese actress Rinko Kikuchi as pilots whose minds are connected across a neural bridge, allowing them to remotely control the robots in battle.

Pacific Rim movie Pan Pacific Defense Corp Concept Art 570x212 New Pacific Rim Viral Images Focus on the Kaiju [Updated]

Pacific Rim made our list of the 25 Most Anticipated Films of 2013, and we’ve already seen several pieces of viral marketing for it, including the ‘Pan Pacific Defense Corp’ website and blueprints for mankind’s last hope: the giant fighting robots called Jaegers, whose job it is to take on the invading army of giant monsters from the sea. The monsters themselves are affectionately dubbed ‘Kaiju,’ after the Japanese word for giant creatures in classic films like Godzilla - which, incidentally, is also being remade by Pacific Rim‘s production company, Legendary Pictures.

The first trailer for Pacific Rim was unveiled back in December, and with a release date set for mid-July, there will hopefully be a second trailer released soon. While we wait, however, Legendary Films is continuing the viral campaign by scattering viral images over movie websites. The first of these was posted over at SFX, and shows a worryingly-large Kaiju footprint, with bystanders gathered around helpfully to show the scale of it.

Pacific Rim footprint 570x320 New Pacific Rim Viral Images Focus on the Kaiju [Updated]

The second viral photo gives us a closer look at the Kaiju – so close, in fact, that we get right under their skin. This gruesome still of a glove coated in metallic goo was uploaded to the Warner Bros. Twitter feed with the caption: “This is as close as you ever want to get to #Kaiju blood.”

pacific rim kaiju blood 570x320 New Pacific Rim Viral Images Focus on the Kaiju [Updated]

The marketing is reminiscent of the viral campaign for Cloverfield, which also teased audiences by revealing only small glimpses of the film’s monster. The first photo is visually striking, but the most we learn from it is that big monsters have big feet, whereas the second photo and attached caption seem to imply a potentially interesting aspect of the Kaiju biology. If the closest you want to get to Kaiju blood involves a barrier between the substance and your skin, does this mean that the creatures’ blood is in some way toxic or acidic á la the xenomorphs in Alien? Or perhaps the person in the image is simply playing it safe; when you’re handling the bodily fluids of a creature from another dimension, it’s probably a good idea to wear protection.

Frankly, I would have thought the closest you’d want to get to Kaiju blood would be several continents away.


[Update: We’ve just received one more Pacific Rim still]

Beach Clean up 570x320 New Pacific Rim Viral Images Focus on the Kaiju [Updated]

It’s difficult to tell whether the churned-up ground in this photo is part of another Kaiju footprint or simply caused by the clean-up operation being carried out. One thing’s for sure – if Kaiju blood really is toxic or acidic, I doubt it’s doing the fish any good.

Pacific Rim is out in theaters on July 12th, 2013.

Source: SFX/Bloody Disgusting (via FirstShowing)

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  1. I hope there’s more than one footprint!
    I can just see a giant interdimensional monster jumping way over to dry land with one foot, then hopping back into the water, and saying to his Kaiju buddy “he he he…let’s see what they make of that!”

    Can’t wait for this film.

  2. There viral marketing does remind me of CloverField and remember getting more excited about cloverfield for that reason and everytime I see a Pacific Rim viral marketing I get even more excited so I thing there doing a very good job marketing it.

  3. i hope this movie does well at the box office… Del toro really deserves it…!
    1 thing we all are sure about is that.. PACIFIC RIM is going to be better than TRANSFORMERS…!

  4. If I remember correctly, Kaiju blood is in fact acidic. I’d say that’s probably the reason they’re using giant robots instead of more conventional weapons. If you can’t blow it to shreds or pepper it with bullets, bash its head in.

    • Alternatively, close the curtains and just pretend you’re not home until they go away.

  5. CAN’T WAIT! :0

  6. Very excited for this! I hope that only the marketing resembles Cloverfield though.

  7. I really hope this and Godzilla do really well to get sequels. Cloverfield was a nice attempt at a giant monster film. but that was 5 years ago already, i need my Kaiju fix!!!

    • Also wouldnt it be awesome if they showed either a teaser or the comic con trailer for godzilla in front of Pacific Rim this summer?

      • Yes it would.

  8. I read somewhere a few months ago that the kaiju blood is definitely poisonous!