Funimation Films tasked Rogers & Cowan with crafting and executing a traditional and digital publicity campaign to support the theatrical release of ‘Shin Godzilla’ into North American theaters, including the execution of the official film premiere at 2016 New York Comic Con. With no access to film cast, directors, production crew or production executives for interviews, quotes or any comment for publicity use, our challenge was to bring an incredible experience from an eastern culture and translate the cinematic feeling and viewing experience to western audiences in the USA and Canada. We were tasked to introduce a new ‘Godzilla’ experience, a subtitled, sci-fi subgenre film from the original masterminds following the global success of 2014’s US blockbuster.
We focused on the pedigree film creators and cast in pitching announcements. Using Funimation’s collective internationally-acclaimed work like Attack on Titan and Neon Genesis Evangelion, top clips and film stills were selected to offer exclusively to top-tier online film, entertainment and consumer media, to drive tune-in and advanced ticket purchases. A limited production budget led us to hone in on targeting celebrity brand fans and emerging talent attending the 2016 New York Comic Con. A robust and targeted screener outreach and reviewer program was conducted ahead of the premiere to drive online critic reviews, pushing advanced ticket sales and general widespread awareness for the debut. News announcements were supported with critical acclaim gathered from review outreach, box office numbers were utilized to demonstrate the film’s success and excitement with consumer media.
Key Media Placements