Coming to theaters on June 7th, is a new horror/sci-fi thriller called The Purge.
In an America wracked by crime and overcrowded prisons, the government has sanctioned an annual 12-hour period in which any and all criminal activity-including murder-becomes legal.
The police can’t be called.
Hospitals suspend help.
It’s one night when the citizenry regulates itself without thought of punishment. On this night plagued by violence and an epidemic of crime, one family wrestles with the decision of who they will become when a stranger comes knocking. When an intruder breaks into James Sandin’s (Ethan Hawke) gated community during the yearly lockdown, he begins a sequence of events that threatens to tear a family apart. Now, it is up to James, his wife, Mary (Lena Headey), and their kids to make it through the night without turning into the monsters from whom they hide.
“Just because you think you’re safe, doesn’t mean you are.”
The Purge, opening in just a week, has a creative and effective marketing campaign. Just check out the New Founders of America site. Sure, viral campaigns aren’t new but I think this is done right! The New Founders of America viral website, is perceived to be a government run site during the universe in The Purge, set in the year 2022. It is supported by wonderfully catchy articles, like “Senate to Vote on Bill Extending Purge to 18 Hours” and “Purge is the Solution, Scientists Say“. Each article has a fun array of comments.
According to the campaign, the “government” creates the 28th Amendment of the United States to:
SECTION 1: The Annual Purge shall begin each year on June 7 at sunset, officially starting at 7PM, and ending at sunrise, June 8, at 7AM.
SECTION 2: During the time of The Purge, any and all crime, up to and including murder, will be legal for 12 continuous hours. Police, fire and hospital aid will be unavailable until The Purge concludes.
SECTION 3: The following weapons cannot be used during The Purge: weapons of mass destruction, fragment-producing explosives higher than a hazard class HC/D 1.4 and viral contagion projectiles.
SECTION 4: Government officials of ranking 5 and higher have been granted immunity from The Purge and shall not be harmed.
SECTION 5: Non-compliance with any of the aforementioned rules will result in death by hanging.
An add-on is some great billboards being found around the country in recent weeks:
Check out the trailer for The Purge here on Apple Trailers. The trailer alone is convincing enough to see this movie, and the campaign outreach ties it together.