Resident Evil: Apocalypse saw considerable marketing by Sony Pictures and its affiliates in the run-up to its premier on 10 September 2004. After release, it was released and re-released on VHS, DVD, HD-DVD, Blu-ray and Video CD, as well as releasing soundtracks and a novelisation.
Pre-release campaign[]
Milla Jovovich at the Tokyo showcase
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The Alice costume being presented.
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Before the film had even begun filming, Sony Pictures kicked off an ARG campaign in August 2003 called "Inside Resident Evil". The ARG was in the form of a blog updated by a spy in Umbrella's film production company, Umbrella Studios, as he searches for proof that their upcoming film "Resident Evil: Apocalypse" is a front for bio-weapons testing.
Closer to release, Sony promoted the film virally through a short film directed by Marcus Nispel, dubbed "Regenerate". The 84 second short was developed as a trick for viewers, starting as an advert for the fictional Regenerate skin care product. The trailer was popularly downloaded from Sony Pictures' site, and the style was mimicked in teasing Resident Evil: Extinction.
In Japan, Sony held a press conference at Roppongi Hills on Monday 23 August, held by actress Milla Jovovich who gave answers to the press, carrying Tokyo Marui airsoft guns.[1] The conference also showcased the Alice and Jill costumes as worn by Jovovich and Sienna Guillory. A preview of the film was held at the nearby Yurakucho Marion cinema, where the Alice and Jill costumes as worn by Jovovich and Sienna Guillory were showcased.[1]
Sony BMG, Sony's record label, also worked to publicise the film, and produced an alternate music video for the Killswitch Engage song, "The End of Heartache" featuring scenes from the film. In return, Sony Pictures added the song to the film's credits.[2]
Soundtrack releases[]
"Original Motion Picture Score"
"Music From And Inspired By The Motion Picture"
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Music for the film was produced in collaboration between artist Jeff Danna, who composed an original score, and Sony BMG who provided commercial music to play in the film. In all, Roadrunner Records released three albums alongside the film. Danna's score was released as two albums - the "Original Motion Picture Score" and "Additional Music From Resident Evil: Apocalypse". Music by other artists was released as the "Music From And Inspired By the Motion Picture" album, which also included music which was not used in the released version of the film.