Today’s Movie Trailer: A Scary Viral Campaign for Guillermo del Toro’s Pacific Rim

Check out the teaser for one of the most-anticipated films of 2013—the giant-monsters-versus-giant-robots film Pacific Rim, in theaters July 12

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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.

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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.