Look out, San Francisco. The new marketing campaign for Guillermo Del Toro’s 2013 aliens-versus-robots movie Pacific Rim takes a scary look at news reports about the city under siege, as monsters surge below the Golden Gate Bridge. The “breaking news” of a “kaiju attack”—”kaiju” means “monster” in Japanese—gives fans of the Pan’s Labyrinth director their first glimpse at his next creepy creatures, albeit a brief glimpse in Cloverfield-style shaky camera shots.
But the teaser campaign doesn’t stop there. The movie’s viral marketing website, under the aegis of something called the Pan Pacific Defense Corps, comes complete with a Kaiju Emergency Alert System, links to the specs for a Jaeger (German for “hunter), the giant human-controlled robots used to fight off the kaijus, and a mysterious countdown. Pacific Rim is due in theaters July 12, 2013.