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Resident Evil: Afterlife was promoted internationally by Sony, through the use of traditional promotional tours as well as internet apps. Steering the franchise to cater to new audiences, Sony sought popular actors to add to their films, including Wentworth Miller, then fresh from the Prison Break series, and Japanese actress Mika Nakashima who's casting was heavily promoted in Japan.
Jun Komori and a man in Undead prosthetics to promote the film on Bio Day.
The first 3D trailer for Resident Evil: Afterlife was shown to a limited number of WonderCon 2010 attendees at Metreon in San Francisco, on April 2, followed by a non-3D version on April 3. The first teaser trailer was released on April 3, 2010, by MySpace in the Film Trailer Park. Paul W.S. Anderson narrated and presented his teaser trailer on April 4 at San Francisco WonderCon 2010. Theaters ran the teaser trailer as part of the premiere release of A Nightmare on Elm Street, on April 30, 2010. The film was also run in IMAX theaters. An updated trailer was shown with Jonah Hex, which opened in theaters on June 18, 2010.
On 10 August, Sony held a "BIO Day" event to promote both Afterlife itself as well as a sale on DVD and blu-ray copies of Apocalypse and Extinction. J-idol Jun Komori donned Undead make-up and promoted the film at the Shibuya 109 store which briefly appears in the film.[1] A call line, "BIO IV Call", was set-up where interested passers-by could receive the latest information on the film.[2]
Theatrical release[]
Afterlife premiered at Tokyo's Roppongi Hills Arena on 2 September, with Milla Jovovich, Miller and a heavily pregnant Ali Larter flying into Japan to attend.[3][4] From 4–17 September, Sony promoted the film at their building in Ginza, Japan. This included a 3D trailer played out on a 200-inch screen, as well as an "Undead Transformation Experience Corner" where visitors could add selfies to a display which would filter them to appear as Undead. The technology used Motion Portrait's existing "Zombie Booth" filter alongside Sony's Xperia smartphone technology.[3]
