These days no film’s promotional campaign is complete without a hefty viral marketing push. Dredd, the last comic book movie of summer (it actually opens on the final day of the season, September 21st), is no exception. Based the ultraviolent 2000AD comic by John Wager and Carlos Ezquerra, Dredd has set up a new viral website, as well as this faux public service announcement extolling the dangers of a drug called slo-mo.
Slo-mo is new a designer drug sweeping the streets of the post-atomic urban center Mega-City One, which stretches down the East Coast from Boston to Washington D.C.. A single criminal, Ma-Ma (Lena Headey), controls 100% of the slo-mo trade and rules over her business with an iron fist. The drug causes users to experience reality at 1/100 normal speed, and on these mean streets, its popularity is growing every day. When two of Mega-City One’s finest, Judge Dredd (Karl Urban), and his rookie partner, Judge Cassandra Anderson (Olivia Thirlby), invade Ma-Ma’s high-rise stronghold, things start to get a bit hectic. Not to mention violent.
Also online now is Dreddreport.com, the film’s viral site. Modeled after the Drudge Report, the Dredd Report is full of fun little Easter eggs (including the above video). Most of the “news” links actually take you to current news stories, like ones pertaining to the upcoming presidential elections. Others take you to the film’s official website, twitter, Facebook, and the like. Take some time to poke around, there’s some cool stuff to find, and it’s funny to see what some of the headlines lead you to.
At the moment saynotoslomo.com, which pops up at the end of the PSA, just links you back to the video. Hopefully there will be more soon. Total Recall used a similar concept to great effect with their anti-Rekall campaign leading up to the movie.