Secret publicity strategy



[Secret publicity strategy]


The promotional activities that are carried out in parallel with the production of the work are extremely important factors in making the work a hit. Hiroshi Ohno, who also worked on the blockbuster “Godzilla vs Mothra,” was in charge of advertising for this work, which was expected to be a sure hit. At this time, when the basic style of media exposure had already been established, such as tie-ups with each company and the release of materials in order, Ohno’s strategy was completely secretive.


The biggest secret is “how Godzilla dies.” None of the trailers or commercials used any of the core visuals. The more you keep it a secret, the more you want to see it. It was a strategy that tapped into this psychology, but this was also a strategy that worked because it was at this time when the attention to Godzilla movies was high in the first place. “That Godzilla” “dies.” With that alone, “Godzilla” itself had enough appeal to attract attention even if other things were hidden. Such was the era. It can be said that it was a promotional style that could be achieved because it was the final work of a popular series. In addition to the annual Tokyo International Film Festival, the number of preview screenings has been narrowed down to just two.


And one more important factor was treated as a secret. It is the appearance of Godzilla Junior. As soon as it becomes clear that Junior, the next-generation Godzilla, will appear, ‘Godzilla dies’ becomes ‘the death of the previous Godzilla,’ and the impact of the character’s final moments is halved. Junior is also depicted proudly on the poster, but the story is kept completely secret, photo exposure in various print media is prohibited, and the customary soft vinyl doll was not released until the release date. The boys at that time saw that “green Godzilla-like monster” for the first time in the goods section of the theater on the opening day.

Source: ゴジラvsデストロイアコンプリシオン, p 67