In today's age, if you want your summer blockbuster to be successful, you need a snazzy viral marketing campaign to go along with it. Universal and Legendary aren't missing a beat for this summer's Jurassic World: Fallen Kingdom, which recently spawned a website called dinosaurprotectiongroup.com, a domain for a fictional organization dedicated to preserving all cloned dinosaur life on Earth.
Today, a new public service announcement dropped on the site, called "This Is The DPG." Hosted by Claire Dearing (Bryce Dallas Howard), founder of the DPG, the video is down-home recruitment propaganda that feels like a real nonprofit promo video meant to get people interested in helping save these animals. As she visits kindergarten classrooms and acts like these creatures won't tear you limb from limb, Claire asks that one question we heard in earlier trailers:
"When was the first time that you saw a dinosaur?... You just see them light up!" she adds. "My mission in life is to ensure the safety and protection of these animals."
The video shows us a glimpse of Justice Smith's character, Franklin Webb, a former IT professional at Jurassic World who is now a systems analyst for the DPG. He's that young, screaming dude with the glasses you've seen in all the trailers.
Claire concludes the PSA by encouraging others to visit the DPG's website, social media channels, and sign up for its newsletter, which actually exists. This is a bona fide campaign, complete with scientific reports and blog posts to make it all seem genuine. There's even a hashtag: #WeCanSaveThem.
"Are you going to be a part of the generation who decided to have dinosaurs go extinct? Or, will you be on board with making sure that dinosaurs can stay alive for future generations?" asks Claire, a weird question for humanity and one that sounds like it could be posed in Matt Damon's clean water ads. Moreover, we answer her question with another question: Why not just clone more?!
This is quite an about-face for Claire's character from the last movie, in which she was just a corporate toadie, worried about PR, sponsors and exhibits opening on time. Will she succeed in saving the dinosaurs or will she fail and have her head bitten off? We'll find out in a little over three months.
Directed by J.A. Bayona (Penny Dreadful), Jurassic World: Fallen Kingdom pulls its scaly hide out of the bubbling tar on June 22. The sequel, written by Colin Trevorrow and Derek Connolly, stars Howard, Chris Pratt, B. D. Wong, James Cromwell, Ted Levine, and Jeff Goldblum.
In terms of plot, Howard's Claire recruits Pratt's Owen Grady to help save the dinos of Isla Nublar (the site of both Jurassic Park and World) after a shifting tectonic plate causes one of the island's volcanoes to become active, threatening all the prehistoric creatures still living there. And, of course, some greedy company bigwig thinks it'll be a good idea to up their own custom breed of dinosaur because, when has that ever not worked out great?