Sony Debuts...Interesting Resident Evil: Retribution Teaser

Fans of Sony products are sure to be delighted by the brand new teaser trailer for Resident Evil: Retribution. Why, you ask? Because about half of the trailer’s 1:18 running time is dedicated to revealing “customers” all over the world who are truly thrilled by the corporation’s products and services.

The other half is a bold move by the marketing department, who dedicates the rest of the time to show footage of the movie, which is due for release next September in spectacular 3-D. It has not yet been confirmed if main protagonist Alice will require the sole use of Sony handheld tablets, VAIO computers and a PlayStation 3 in order to defeat all the untold horrors which stand in her way.

But seriously, make note of this particular teaser as the first time we have ever (in my memory at least. Comments welcome in the space provided) seen a marketing campaign such as this one. Granted, it’s only a teaser, and it’s the fifth film in a series of wildly profitable Resident Evil flicks. At the very least, it is a new technique for selling one’s movie, and it looks as though Sony is confident in this format for getting their multiple messages across.

Take a look for yourself at the commercial trailer, courtesy of Yahoo!:

And official synopsis, courtesy of Sony:


"The Umbrella Corporation’s deadly T-virus continues to ravage the Earth, transforming the global population into legions of the flesh eating Undead. The human race’s last and only hope, Alice (Milla Jovovich), awakens in the heart of Umbrella’s most clandestine operations facility and unveils more of her mysterious past as she delves further into the complex. Without a safe haven, Alice continues to hunt those responsible for the outbreak; a chase that takes her from Tokyo to New York, Washington, D.C. and Moscow, culminating in a mind-blowing revelation that will force her to rethink everything that she once thought to be true. Aided by newfound allies and familiar friends, Alice must fight to survive long enough to escape a hostile world on the brink of oblivion. The countdown has begun."

Seasoned movie-goers will also perhaps recognize the “Recognizer” track from TRON: Legacy that is used during the last bit of footage. I suppose this contradicts the notion that Sony has clearly been innovative in every aspect of this early campaign.

Directed once again by Paul W.S. Anderson (who helmed the first and fourth films) and starring franchise stalemate Milla Jovavich, as well as Jason Isaacs, Michelle Rodriguez and Colin Salmon, Resident Evil: Retribution will arrive in theaters September 14th.

Comments 7
George Prax's picture

I'm not going to lie, regardless of the obvious corporate shilling, the transition was actually kind of cool. Meh, they're trying something different? I'm not a fan of the film series either way even though I'm a gamer.

Matt Langdale's picture

As a massive life long Resident Evil fan, I hope a screwdriver somehow finds its way into the rectum of Paul W.S Anderson and every exec at Sony who OK'd these pieces of shit.

In the kindest way possible, of course.

Tylerr Rietze's picture

Well, it's very similar to their marketing of Resident Evil: Apocalypse, as their initial commercials started as cosmetic commercials, then had the model turn into a zombie on-screen. I'm pretty excited for this movie, since the last one was enough to get me back into the series (not that I would ever leave the series since I love all things Resident Evil).

Ty Fisher's picture

That's right, good call.

Although the tongue-in-cheek nature of that trailerwas executed much better than this more recent one. And obviously, they're promoting a fictional product from Umbrella Corp., something I think most people, even those unfamiliar with the games/films would know from the get-go is far from real. I swear I don't hate Sony. Just this trailer.

George Prax's picture

Ya, the difference is that the Apocalypse trailer didn't shamelessly plug Sony products. I guess there's merit in the fact that they're not trying to hide it at least, lol. The product placements are going to be there anyway, and this is actually kinda unique. So why the hell not.

Tylerr Rietze's picture

My guess is that they will probably do the same thing with other properties, or just as a stand alone commercial for all their products, otherwise this is just shameless plugging.

George Prax's picture

I know they're different divisions of the company, but Sony always has some pretty amazing advertising for the PS3 and their games. Sony Pictures should hire the same marketing firms to avoid looking like assholes.