Recently on a trip to Kyushu (one of the main islands of Japan, this one to the south of Honshu), I stopped over in Oita City to enjoy the local life and noticed there were a number of Godzilla: King of the Monsters (2019) posters scattered around the local mall attached to the train station—this particular one roughly translated as “Find the Legendary Four Giant Monsters! Monsters Rally Campaign.” After further examination, I realized that they were part of a rally promotion for the movie. These “rallies” are a common form of promotion in Japan, and they are often featured in museum exhibits as well—I saw one at the Yokohama Godzilla exhibit back in 2016 as well. At the Oita mall I visited, there was a concurrent rally going on for the newest Detective Conan movie, and when I visited another mall in Kokura to see Kingdom (2019) with my friend, I saw there was a stamp rally for Avengers: Endgame (2019), complete with standees of some of Marvel’s more popular heroes.
But what is a “rally” in this sense of the word? Here we are dealing with Japanese English, after all. It’s not like a point-to-point race, and it is not a protest or the like. Instead, a rally in Japan used in this way generally means a promotion in which you have to wander about a particular space (such as a museum, train station, or mall) in which a number of stations have been scattered. These stations can amount to just posters with parts of a word on each, and participants have to put the word together by finding all the stations. They can also feature little tables with rubber stamps at each one, and you take a particular paper with spaces for each stamp to each station and, well, stamp the designated areas. At a dinosaur exhibit I attended at a museum in Chiba, these stamps completed a message. At an advertisement museum in Tokyo, the stamps actually overlapped, with each stamp contributing a different color, and once all of the stamps were applied they created a complete image—in this case, a kabuki character. The aforementioned Detective Conan rally challenges participants to complete a crossword puzzle. And sometimes the rallies can also include a further promotion—collect all the parts of the word or put together the phrase or collect the stamps, and then turn in the finished rally to a website to enter a lottery to possibly win some goodies. Even a school I have worked at featured this kind of rally at their yearly festival.
For the Monsters Rally Campaign, there were four monster posters scattered around the mall, and each poster has one hiragana character that, when put together, spells out “kaijuu” (the actual word “kaiju” includes an extended vowel at the end, unlike how we in the West tend to pronounce the word), with the Godzilla poster featuring “ka,” the Mothra poster featuring “i”, the Rodan poster featuring “ju,” and the King Ghidorah poster featuring “u”. After putting together the word, a fifth poster explaining the campaign can be found in an attached movie theater, and on that poster can also be found a QR code at which the contestant can enter the assembled word and hopefully win something.
The goods that participants can win include the following, with ten winners for each: The “A” prize is a Godzilla: King of the Monsters (2019) tote bag. The “B” prize is a smartphone stand that looks like Godzilla’s tail. The “C” prize is a copy of the recent Ganbare Chibi Godzilla picture book. The “D” prize is a Chibi Godzilla jigsaw puzzle. Presumably the winners are chosen at random.
The rally is taking place between April 26 and June 2, and is presumably only available to folks living in Japan. Obviously the contest is very much aimed at children rather than adults (though perhaps the smart phone tail and the tote bag are aimed more at older participants). Given how easy it is to participate, the chances of actually winning something seem pretty slim.
Now… when I was in Oita, I tried my darnedest to find all four of the posters on my own. I found Godzilla, Mothra, and Rodan pretty easily, but for the life of me I could not figure out where King Ghidorah was hiding out. I must have walked around the mall for an hour carrying my rather heavy bag looking for the three-headed dread beast.
Now, looking at the pictures I took for this article, I notice that the fifth poster that explains the terms of the contest also features a small white column that… tells where all the monster posters can be located.
King Ghidorah, as it turns out, was on the roof.
Luckily, when I visited the Riverwalk Mall in Kokura, finding all four monster posters was a snap, with King Ghidorah actually residing right next to the campaign explanation poster in T-Joy Cinema. The posters in Riverwalk, though, were much smaller than the ones I found in Oita.
I haven’t actually entered the contest yet. I feel a bit like if I actually won, I would feel like I was yoinking a gift from an innocent Japanese kid somewhere who was really hoping for that Chibi Godzilla Jigsaw. Still, that tote bag looks pretty tempting, and the Godzilla tail would go well with my Godzilla-themed smartphone cover. I tried to enter the rally at the Yokohama Godzilla exhibit and got nothing. Maybe this time could be my lucky day!