While the film won’t be released until the summer of next year, M. Night Shyamalan and Columbia Pictures have kicked off their campaign for ‘After Earth’ last week with the premiere of the film’s trailer. Now as a follow up, the viral campaign has begun with the launch of the movie’s site which contains a tweaked synopsis, character bios and the tease of an upcoming interactive campaign.
The site is separated into three sections with the first focusing on the movie itself with the trailer, photo gallery and information about the film. The second section is about Project Next Generation, the mission that was set to transport the inhabitants of Earth to the new world called Nova Prime. Project Next Generation asks visitors to apply to be among the 750,000 men, women and children who will escape the toxic planet. When you click the link, it takes you to the film’s Facebook page where you can like the page and receive updates of the film and campaign. Lastly there is the Nova Prime section which basically gives a short bio on Kirai Raige (Jaden Smith) and his father Cypher Raige (Will Smith) and history of the Rangers.
Interesting to note is the revised synopsis for ‘After Earth’ on the website which you can read below:
A crash landing leaves teenager Kitai Raige (Jaden Smith) and his legendary father Cypher (Will Smith) stranded on Earth, 1,000 years after cataclysmic events forced humanity’s escape. With Cypher critically injured, Kitai must embark on a perilous journey to signal for help, facing uncharted terrain, evolved animal species that now rule the planet, and an unstoppable alien creature that escaped during the crash. Father and son must learn to work together and trust one another if they want any chance of returning home.
Unlike the previous released synopsis, there is now a mention of an “unstoppable alien creature that escaped during the crash” which brings a new threat into the equation.
The trailer was very well done and word has it that Shyamalan has created an extensive and detailed background story for the film that will be revealed through subsequent comic books, novellas and books that are slated to be released before the film’s premiere.
The site is really interesting and not shy with its content. While most viral marketing promotions are rather skimpy, ‘After Earth’s’ site is full of images and information that is entertaining. I’m rather inclined to see this movie even if Shyamalan happens to be the director.
Will this be Shyamalan’s crowning return or will ‘After Earth’ follow the path of the director’s previous films and crash and burn? Let us know what you think so far on our Facebook page, Twitter or comment below!