Facehuggers from the "Alien" franchise have begun popping up all over New York City in the latest viral marketing stunt from 20th Century Studios.
Ahead of the release of "Alien: Romulus," acting talents took to the streets of New York wearing realistic props made to look like terrifying parasitic creatures.
A video posted by the studio shows the impressive stunt in all its glory as actors slump lifelessly across densely populated areas, often going into convulsions.
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The props were complete with realistic features and even breathing air sacs, contributing to the virality of the stunt.
Facehuggers feature prominently throughout the "Alien" franchise, existing to implant Xenomorph eggs into the bodies of its victims.
The short video ends with a shot of a Chestburster, the infant version of the Xenomorph, erupting from someone's chest as onlookers watch in horror, a scene that was demonstrated live at the recently concluded San Diego Comic-Con.
Audiences took an immediate liking to the marketing stunt, which has already received millions of views across social media.
"I love real-world marketing like this!" a user posted on X.
Using experiential marketing is a great way to increase awareness and promote a movie.
Bringing Facehuggers to the streets of New York to let fans experience real-life terror makes for a successful viral marketing campaign that effectively builds excitement for the horror film.
Working with the right team is essential to crafting an unforgettable campaign. Find an award-winning creative agency in our directory.
"Alien: Romulus" is the seventh installment in the iconic franchise, which began in 1979 with the release of "Alien."
Creepy Crawlies in the Theater
In addition to the viral marketing stunt, the film also partnered with major theaters to release several limited-edition popcorn buckets.
Exclusive to AMC theaters is an "Alien: Romulus" collectible featuring the Facehugger itself, wrapped around a bucket of popcorn.
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Meanwhile, Cinemark is offering moviegoers the chance to purchase a sleek black popcorn bucket shaped like a Xenomorph head.
Limited-edition popcorn buckets seem to be all the rage in movie marketing lately, owing to a trend that began in Japanese theme parks like Universal Studios Japan and Tokyo Disneyland.
After the viral success of the Dune popcorn bucket, blockbusters such as Marvel's Deadpool & Wolverine have also released novelty snack containers to add to the anticipation of upcoming releases.
"Alien: Romulus" premieres in theaters on August 16.
Editing by Katherine 'Makkie' Maclang
