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Resident Evil 4 Gets Huge Marketing Campaign

December 17, 2004, 5:27 pm EST

Leon Kennedy will be making an appearance in Times Square starting December 22nd.



Programs Raise Anticipation for Most Revolutionary Title to Date in

Popular Resident Evil Series

SUNNYVALE, Calif. * December 17, 2004 * Capcom Entertainment, a leading

worldwide developer and publisher of video games, today announced a

national marketing campaign to support the upcoming release of Resident

Evil* 4 for the Nintendo GameCube™. This latest title from the world

renowned Resident Evil series will be the first Capcom game to make its

appearance at the world famous New York Times Square, where promotional

spots are scheduled to run on the NASDAQ building's jumbo monitor. The

program will reach more than 20 million people during its scheduled run

in the Christmas and New Year's time frame. In conjunction with this,

an extensive television marketing campaign, which begins on December 27

and runs throughout January, will generate more than 170 million

consumer impressions. Both these initiatives will support the overall

marketing plan, which includes online programs, print and online

advertising, as well as promotional and retail partnerships.

Based on the popular Resident Evil series, which has sold more than 24

million units worldwide, Resident Evil 4 sees the return of a familiar

hero on a mission of the highest level. Resident Evil 4 will carry an

"M" rating for mature audiences by the ESRB (Entertainment Software

Rating Board). Capcom plans to release Resident Evil 4 on January 11,

2005 throughout North America.

"A revolutionary title of this caliber deserves an equally significant

marketing campaign," said Todd Thorson, director of marketing, Capcom

USA. "With Capcom's debut in Times Square and the myriad other plans we

have lined up, Resident Evil 4 will receive the most dynamic marketing

campaign we have ever created."

This holiday season, Resident Evil 4 will take center stage at one of

the most recognized and visible spots in the world, Times Square in New

York City. Half minute promotional spots featuring riveting footage

from the game will be played approximately 50 times a day between

December 22 and January 2. The television ad campaign will consist of

:30 and :15 second television spots aimed at the adult markets, ages 18

to 34 years old, and will appear on cable programming in the U.S. and

Canada on networks such as SpikeTV, Comedy Central, ESPN, MTV, and

G4techTV. Further initiatives include a print campaign which features

high profile ads that will run in major video game and men's lifestyle

magazines including Electronic Gaming Monthly, Game Informer, GamePro,

FHM and Rolling Stone just to name a few.

Online efforts include a dedicated Resident Evil 4 website, accessible

via www.residentevil.com (http://www.residentevil.com), which features

game information and downloadable content. Visitors can also find tools

to create their own Resident Evil 4 sites and Capcom will run a contest

to reward the most visited "fan builder" sites with special edition U2

Apple® iPod®s. Other promotional programs include sweepstakes with

several online media and retailers with prizes including the game,

strategy guide and much more. National retail support will encompass

programs such as pre-order and point of sale purchase campaigns at major

retail outlets.

In Resident Evil 4 players are reacquainted with Leon S. Kennedy,

Raccoon City Police Department's idealistic rookie cop from Resident

Evil 2. It has been six years since the destruction of Raccoon City and

in that time, the U.S. government has been able to destroy the nefarious

Umbrella Corporation. Fast forward to 2004 and players rejoin Leon, who

is now a U.S. agent with a top-secret mission. He has been tasked to

look into the abduction of the President's daughter and his

investigation has led him to a mysterious location in Europe. As Leon

encounters unimaginable horrors, he must find out who or what is behind


Capcom is a leading worldwide developer, publisher and distributor of

interactive entertainment. Founded in 1983, the company has created

world renowned franchises including Resident Evil, Street Fighter, Mega

Man, Breath of Fire, Devil May Cry and the Onimusha series.

Headquartered in Osaka, Japan, the company maintains operations in the

U.S., United Kingdom, Germany, Tokyo and Hong Kong. More information

about Capcom and its products can be found on the company's web site at


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