Godzilla X Kong: The New Empire Trailer Experience

Objective

Warner Bros and Legendary Pictures aimed to build theatrical momentum for Godzilla x Kong: The New Empire ahead of its March 29, 2024 release by reaching Gen Z audiences on Roblox. Rather than advertising the film within the platform, the studio created a novel entertainment format that transformed the official movie trailer itself into an interactive 3D experience—a first-of-its-kind approach to film marketing in the metaverse.

Solution

The 'Godzilla x Kong Obby' experience, developed by The Gang studio, launched on Roblox two weeks before the film's theatrical release and begins with viewers watching a traditional 2D movie trailer. Kong's fist then breaks through the screen, pulling players into a 3D obstacle course set in Hollow Earth. Players navigate jungle terrain alongside Suko (Mini-Kong), sprint through cave scenes during the Godzilla-versus-Scar-King battle, and collect crystal tokens that unlock exclusive in-game collectibles (Godzilla tail, head, and Kong's head). After completing the course, players receive branded virtual photos, can watch the full trailer, socialize with others, and share their gameplay moments. Built in Roblox with seamless transitions from cinematic to interactive gameplay.

Results

Players spent an average of eight minutes in the experience, and a survey found a vast majority said they were more likely to see the movie (or ask their parents to take them) after playing. The film went on to open to $194 million worldwide, with the Roblox experience reported as part of a winning marketing strategy.