Guillermo del Toro’s impending giant-monsters-versus-giant-robots movie, Pacific Rim, has put a lot of stock in viral marketing lately. Cool, quirky little posters, the kind that populate the actual world of the film, have been popping up all over the place, and the website panpacificdefense.com is full of all manner of government documents and incident reports. The latest one-sheet, however, actually looks like a goddamn movie poster, and it prominently features a massive, ass-kicking robot to boot.
That’s what I’m talking about. A sign indicating that there may be giant monsters lurking in area, or warning about the dangers of being stepped on by an enormous robot, are all well and good, but this is better. This shows you what the ‘bots — called Jaegers — look like. This gives you a sense of the size and scale of the impending battles. This makes Pacific Rim look awesome. All of the world-building stuff is just peachy, and vital to the ultimate success of the film, but at the end of the day, we want to see robots, we want to see monsters, and we want to see them fight.
After the monstrous Kaiju emerge into our world through an ocean-bottom crack between dimensions, the human race counters by crafting monsters of their own, the Jaegers. Even though the introduction of the huge mechs evens the playing field to an extent, the battle rages on, costing lives and precious resources. When things look bleakest, a washed-up pilot (Charlie Hunnam), an untested rookie (Rinko Kikuchi), and an out-of-date Jaeger may just be our last hope.
A PG-13 Pacific Rim stomps into theaters on July 12th, and also stars Idris Elba, Ron Perlman, and Charlie Day.