Guillermo del Toro’s new monster movie epic, Pacific Rim, is still building up steam in terms of public awareness, but Legendary’s 2013 blockbuster is starting to kick its marketing and promotion campaign into gear.
Like most modern blockbusters, Pacific Rim is getting things started by selling the premise of the film (more on that later) through viral marketing materials designed to snag people’s interest with “Is this real?” news footage, which plays-up the fantastical elements of the film from a real-world perspective. And in a film like Pacific Rim, that means mimicking the hysteria of a media-covered natural disaster.
For those who don’t know, Pacific Rim tells the story of a future in which giant monsters begin rising from the sea, plunging humanity into an all-encompassing war for the planet. To fight these “Kaiju,” giant robots called “Jaegers” are constructed by mankind, but they robots can only be piloted by two people who must lock their minds together in a “neural bridge.” Two unlikely pilots – a washed-up vet (Sons of Anarchy star Charlie Hunnam) and a rookie (Rinko Kikuchi) – are recruited to pilot a famous (but obsolete) Jaeger, in a last-ditch effort to defend mankind from extinction.
The viral site (Pan Pacific Defense) is presented in the form of a digital map of Earth, with red buttons indicating sites of Kaiju attacks, and said buttons leading to faux news footage about the monster attack in question. At the bottom of the screen we get a clock counting down to what is, presumably, the debut of the Pacific Rim trailer – which should be released online days before it premieres in theaters, alongside The Hobbit: An Unexpected Journey on December 14th.
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CLICK IMAGE TO EXPLORE PACIFIC RIM VIRAL SITE
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This is pretty standard fare, as far as these viral campaigns go. So far, the “goodies” that have been revealed consist of a few viral videos – one an “emergency test system” for Kaiju attack alerts (weak), and the second is faux news footage of the first attack marked on the viral site map, off the coast of San Francisco. Check out both videos below:
Screen Rant members who were present at the Pacific Rim Comic-Con Panel this year describe the footage they saw as being somewhat in line with this viral news footage. Specifically, del Toro’s whole purpose behind the movie is to take the sort of Japanese pop-culture monster flicks (where the term “Kaiju” really became popular) and depict them in a more “realistic” manner (read: as if they were actually occurring in today’s world).
All of our reporters noted the unique approach to the cinematography and shot composition, wherein the monsters and robots battling it out are seen from frantic “person-on-the-ground” perspectives, and the camera itself is effected by all the chaos and destruction taking place – including cracked and/or smudged lenses. That’s all to say: a good portion of the movie may be in line with the type of thing you see in that viral video.
As for the brief footage we get? It looks pretty tense and epic – and the monster depicted is certainly huge and menacing – so hopefully the finished film will sustain that level of excitement. And, hopefully the choice to post-convert Pacific Rim to 3D will turn out to be an enhancive one, rather than a crude gimmick.
Check back to our Pacific Rim Database page for more revelations from the viral campaign – and eventually, the debut trailer.
Pacific Rim will be in theaters on July 12, 2013.
Source: Pan Pacific Defense
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thats one thing i didnt like about Cloverfield, is that everything was shot from the ground and you never really got the full scope of how large this creature is and what it looks like.
there’s a wonderful scene in “cloverfield” where the main cast is being airlifted from the site and you get a great shot of the monster…just saying.
yeah, one shot.
But it gave you a scope of the size of the monster.
Yep exactly and that was the point of Cloverfield. It was the found footage, current generation’s version of Jaws where you weren’t supposed to see much of the creature at all, just glimpses.
Can’t wait for Pacific Rim, looks better than I thought.
still looks awesome and intense though!!!
Think about this. Cloverfield, the monster threw lady liberty’s head from Ellis Island, to Downtown Manhatten…about 10 miles
But in case the creature walked with her head, it still was stong enough to hurl it into a building and have it bounce off and travel atleast 2 miles….That pretty much sold me on that, and I did not need to know how big it was, just that it was bad ass.
That damn creature took up nearly 3/4ths of an aircraft carrier…ummmm…Pacific Rim will push the bar up for Godzilla.
Looks cool, I’m gonna enjoy these monster movies. Especially Godzilla. XD
In terms of scale and epicness, the only thing I can compare this to is the play station 2 game Shadow of Colossus, can’t wait!
@ The good Dr. Great way to put it into perspective.
Thanks Jeff, I’m always a bit dubious about Del Toro movies, they have been pretty hit and miss for me, this however looks awesome and Charlie Hunman and Idris Elba are pretty badass actors who I think will carry the movie well, going to be palm sweatingly good on IMAX!!
Agreed DR.
And I for the heck of it, I dusted off The Old PS2 and pulled out Shadow of Colossus, ahh the good old days.
Aww jealous! The good old days when you completed a game and that was it, done finished, satisfied! Not like these sandbox games that go on forever with a million different storylines and possible outcomes, no wonder people get addicted to angry birds lol
Amen Brother. I like to end a game…not get a month later another download.
Though I do like the side missions in Arkham City, but that just me.
Can’t frakkin wait! Godzilla meet your daddy
Can’t wait! I just hope that the late addition of 3D didn’t have any adverse effects on the movie.
Now that was amazing! I can’t wait to see the film!
Hopefully, Godzilla does not go into production before the movie hits, or I fear some serious re-writes.
This is Old School Japanese Monster Movies. This is what life was like on Saturday Afternoon, and I will say this…..I will see it more than once.
Cloverfield started this, I have no doubt about it. It was fun, it was action, I could have done without the camera shakes, but overall. This what Monster Movies should be about, not some damn found footage of some kid coming out of a well/tv/wall/roof or whatever.
Monsters and Troll Hunter were good in their own right.
I hope this starts the revoloution.
Godzilla is supposed to start filming in March, so before Pacific Rim is released.
Well then, Big G might come up small in comparison.
Easy, Godzilla will always be KING of the Monsters!
@E.G.R.M
Ummm, yeah Godzilla is King, but these creatures looks like they would put a leash on Godzilla and take him for a walk.
Just saying.
Unless these monsters can constantly regeneration, have atomic breath, and have the destructive force and power of the atomic bombs dropped on Japan. They these kaiju aren’t anything at all to the King.
Godzilla would definitely be able to hold his own against these monsters. that reporter said it was about 300 feet tall. and depending on which version of godzilla you are talking about, he is anywhere from 150 to 400 feet tall. usually he is about 328 feet (100 meters) tall so he would be the one putting on the leash.
I love Godzilla, but I have to say this.
He got his ass handed to him by a Giant Moth and then got his butt handed to him by the Moths Larva, you cannot deny that. lol
He was having a bad day.
Draagyn. Well played my friend, well played.
I’m absolutely sick of ‘found footage’ films. In this day and age, real live camera operators are very skilled in keeping a still frame, not to mention the built-in gyroscopes and stabilizers.
Although some shakiness would be expected from a reporter/camera guy on a bridge that is being attacked, I’d hate to think the whole movie will be jerky and erratic.
Gary, I think you mistake the “News” footage for found footage. This is what leads to the war, the attack the earth, earth builds robots in Pacific Rim
If I read you correctly, if not..Yeah I am with you, I too am tired of found footage.
But no the movie is traditional, the viral marketing is trying to present itself off as “Everyday person” with camera in the wrong spot at the right time….Or as I like to call it….
“Pooping my pants syndrome.”
Have you guys seen the “Pacific Rim” Jaeger blueprints yet?
http://www.pacificrimmovie.net/news/more-jaeger-blueprints-arrive/
@Motoko.
Thanks for that website.
Well it seems like the Gipsy Danger is the one the US Has.
This site has some good information too http://www.pacificrimviral.com