Tuesday, December 4, 2012

Marketing Monsters: A Historiographical Analysis of King Kong vs. Godzilla


(Note: I originally wrote this essay for my Seminar in Cinema Studies class.)


            In film history, very few characters are as paradoxically simple and complex as the giant radioactive reptile Godzilla (known in his native Japan as Gojira) and King Kong, America’s immense gorilla. They are titans of amusement, colossal draws, and gigantic personifications of entertainment. Their names and likenesses are known internationally by children and adults alike; the giants adorn everything from posters and T-shirts to cups and comic books. Yet behind that fun layer of bubblegum, Godzilla and Kong are also enormously allegorical in a variety of ways. In Gojira (Toho Studios, 1954), Godzilla is a destructive dinosaur that has been mutated by the use of nuclear weapons; when looking at the proximity of Gojira’s release to the 1945 atomic bombings of the Japanese cities Hiroshima and Nagasaki by the U.S., it is clear that Godzilla represents the terrible destructive qualities of nuclear weaponry. He would return in a similar destructive role in Gojira’s 1955 sequel Gojira no gyakushu, known in the U.S. as Godzilla Raids Again. On the other hand, King Kong (RKO Pictures, 1933) revolves around the theme of humanity tampering with – and attempting to control – nature for the sake of consumerism, and dealing with the tragic results. After all, Kong is kidnapped from his island home by a band of profit-hungry animal poachers led by Carl Denham – an entrepreneur with aspirations of glory and avarice – all in the name of spectacle and income. Interestingly, the themes of these two films are cut from the same cloth, as both of them are essentially cautionary tales that question humanity’s feelings of superiority and entitlement where the exploitation of nature is concerned. Alternatively, while the themes may be similar, they are also distinct to their respective cultures: for nuke-wary Japan, Godzilla is basically a walking atomic bomb, his own mutated state the result of prolonged exposure to radiation; in capitalist America, Kong is a wild animal seized from his home for the sake of personal profit and acclaim.

This cultural dichotomy becomes especially interesting when the film King Kong vs. Godzilla is taken into account. First released in Japan in August 1962 as Kingu Kongu tai Gojira (it was released in the U.S. almost a year later) with Gojira director Ishiro Honda at the helm, King Kong vs. Godzilla was the first and last time the two iconic monsters would meet on the big screen. The film was initially conceived by King Kong stop-motion animator Willis O’Brien in the form of a second Kong sequel – the first sequel, Son of Kong, was released nine months after the original (Morton 120). The film’s concept was altered several times before becoming King Kong vs. Godzilla, with the initial idea involving Kong battling an overgrown Frankenstein’s Monster. Over time, the battle concept remained the same, but Kong’s opponent did not: Frankenstein’s Monster gave way to a beast composed of animal parts, which then was changed into a being called Prometheus. Finally, the idea fell into the hands of Toho Studios in the early 1960s, and King Kong vs. Godzilla was born.


The plot is driven by intoxicating berries that are discovered by a Japanese pharmaceutical company on a remote Pacific island called Faro. The company’s boss, Mr. Tako, sends some of his employees to the island to collect the berries from the natives. In the meantime, Godzilla bursts out of an iceberg in the Pacific Ocean, destroys an investigating United Nations submarine, and heads for Japan. Hearing of this development, Mr. Tako sees an opportunity to raise his company’s television ratings in addition to getting the berries; Tako also wants his men to bring Faro Island’s god-creature, which turns out to be King Kong, back to Japan. While Godzilla wreaks havoc in Japan, Tako’s men succeed in capturing Kong after he battles a giant octopus and passes out from drinking caskets of berry juice. On the way back to Japan, Kong wakes up, escapes, ends up fighting Godzilla several times, and eventually emerges from the fray as the winner. The film’s ending is the subject of a long-lasting myth that Godzilla wins in the Japanese version, while it is Kong that is victorious in the American version. The truth of the matter is that Toho had always meant for Kong to triumph, and he does so in both versions of the film (Morton 124). The origins of this dual-ending myth are vague, but it may have been started in an article about KK vs. G written by Forrest J. Ackerman in a 1963 issue of Spacemen magazine (Ackerman).

Interestingly, at this point in both characters’ respective filmographies, King Kong was far more popular in Japan than Godzilla (Hollings 118). When the original King Kong was released in Japanese theaters, the film became so popular that two unauthorized remakes cropped up: Wasei Kingu Kongu in 1933 and Edo Ni Arawareta Kingu Kongu in 1938 (Morton 123). Roughly translated as Japanese King Kong and King Kong Appears in Edo respectively, each film featured an actor in a ape suit portraying Kong, a much cheaper alternative to the expensive stop-motion technique used in the original film and Son of Kong. Unfortunately, these intriguing Japanese Kong flicks are considered lost films, and aside from a poster for King Kong Appears in Edo and a few photo stills, there remains very little evidence that the movies existed at all. Nevertheless, the notion that these remakes were produced hints at how far back in history that the relationship between Japan and King Kong goes. Taking this connection into account, it is easy to see why Toho portrayed Kong, not Godzilla, as the hero in KK vs. G.

Movie poster for King Kong Appears in Edo (1938)
While the summary leaves out many details (which will be addressed more thoroughly later in this essay), it is easy to spot the similarities between King Kong vs. Godzilla to Godzilla and Kong’s original movies. Kong is still being kidnapped and removed from his home by greedy humans, and Godzilla remains a radioactive engine of death, albeit a less-threatening one than before due to his growing popularity with children at the time. Toho took this shift in Godzilla’s audience into account during the production of KK vs. G, and as a result, the movie took on a more light-hearted tone compared to the two previous Godzilla films (Hollings 120).

What is especially interesting about KK vs. G is that it is an excellent example of what this essay will refer to as a “versus film.” Such films feature a battle or battles between two popular movie monster icons. Like a marquee boxing matchup, such films are created by movie studios for the sake of profiting from the public’s interest; when such icons are pitted against each other, the passionate fans of either character will debate which monster should win, all the way to their theater seats. The writers find clever ways in which the two monsters in question can cross paths, playing off of the “what-if” scenario that always manages to pique interest from the consumers, whether it is presented in a book, film, video game, or television show. Frankenstein Meets the Wolf Man, released in 1943 by Universal Studios, was one of the earliest examples of a “versus film.”

                     

The success of more recent cinematic battle royales such as Freddy vs. Jason (2003) and Alien vs. Predator (2004), as well as the television show “Deadliest Warrior,” provide proof that the public thoroughly enjoys the idea of two larger-than-life characters duking it out. This craving for such gladiatorial entertainment begs the question: why? The answer may lie within the self-awareness that exists in the core of every versus film. For example, Freddy vs. Jason is a crossover of the extremely popular horror film series’ Nightmare on Elm Street and Friday the 13th. As such, the film not only serves as a battleground for the silver-screen psychos Freddy Krueger and Jason Voorhees, but also for the fans of their respective films. With all of the passion that a sports fan will have for his or her favorite team, the fans of Freddy and Jason translate their love for their favorite killer into a competitive game. In a twisted way, the fans see themselves as Freddy and Jason, and when one of them wins, the fans of that character perceive their own victory. This psychological satisfaction is the very thing that the movie studios hope to exploit, and KK vs. G is no different.

Godzilla and Kong as terrifying equals
            As with any film, one of the best ways to examine how KK vs. G was marketed both domestically and internationally is to analyze the movie posters. In the film’s home country of Japan, the posters fall into two distinct categories: one depicting Kong and Godzilla as equals, and the other type that places Kong in a position of power over Godzilla. In the former category, one poster shows the two adversaries standing next to each other against a background of deep red. Japanese characters are emblazoned in various sizes all over the poster, with the film’s title etched across the bottom in an appropriately huge red font. Tucked in between the monsters and blurbs is a city skyline aflame and several of the film’s human characters in various states of anxiety. While it appears that the poster’s designer intended for Godzilla to look as though he is facing Kong, the positioning of Kong himself is neutral, albeit slightly canted toward Godzilla. The composition of this particular poster is quite similar to that of mixed martial arts and boxing posters that exist today; the information is attention grabbing and conveys the idea that these two monsters are equals, and that this fight is a must see event.

Kong depicted with clear favoritism
Curiously, another Japanese poster is quite one-sided yet no less arresting: King Kong is shown whipping a helpless Godzilla around by his tail in the middle of a burning city. Below the adversaries is the Japanese title, drawn in an enormous block-style font. Even though Godzilla looms large in the foreground, his tail is drawn so that the eye naturally traces it back to the bulky Kong in the background; this clearly shows a bias for Kong’s human-like qualities as well as his brute strength. It is interesting that Kong, a well-known American creation, is man-handling the fearsome nuclear antagonist of Gojira, a lesser known yet no less completely Japanese character. Would not it be detrimental to Japan for Toho to show fellow countryman Godzilla at the mercy of an American ape? Considering Japan’s long-standing love for Kong, this favoritism is not all that surprising. Further, Kong is a primate with human-like qualities, such as his tendency to get drunk (off berry juice) and humorous attempts to charm women. The humanization of Kong, coupled with his underdog status in standing against a titanic radioactive reptile, instantly grants him the sympathies of the audience. We must also remember that Gojira was released merely eight years before KK vs. G, and the atomic bombs were dropped only nine years before that. Even though the 1962 Godzilla was being groomed to become a more child-friendly figure, it seems as though his earlier holocaustic nature still resonated strongly with the collective memory of the Japanese. This residual effect could be the reason why Godzilla was portrayed purely as a villain one more time in 1962’s Mothra vs. Godzilla; it took Godzilla at least four films until he became a hero.

Kong, on the other hand, was already established as a tragic example of nature’s exploitation nearly three decades previously in 1933. By 1962, Kong and his story had time to resonate with the Japanese in a far more positive light; he was not a cold killing machine like the bombs that Godzilla represented, but instead a wonder of nature with the human-like capacity to love (i.e., his infatuation with Ann Darrow) and to be misunderstood. By that logic, it is far easier to sympathize with Kong, as he is the more human character of the two combatants in KK vs. G. Honda takes great care to give Kong his “beauty shots” throughout the film in a multitude of close-ups and poses. This idea is evident during the scene involving Kong battling a giant octopus on Faro Island. When Tako’s men and the island natives are attacked by the massive mollusk, Kong arrives in almost heroic fashion, proudly pounding his fists against his chest, making his first appearance in KK vs. G homage to his RKO origin. The camera then provides a series of cuts showing close-ups of the intruding octopus and Kong, who begins throwing boulders and logs at the creature. What is fascinating about this sequence is the psychology of film that Honda is expertly exploiting; by juxtaposing medium and close-up shots of the octopus and Kong, Honda is already appealing to the sympathies of the audience. Kong is human-like not only in his appearance and movements, but also by his use of the rocks and logs as weapons. The octopus, like Godzilla, is far more alien in appearance, so the audience will naturally be repulsed by it. Further, the octopus’s attack on the village establishes the creature’s villainous nature as something inherent to the non-human, a threat from outside the boundaries of compassion. Because of this menace, the audience’s bias for Kong intensifies, as he is now seen as the hero who must remove the villain from the minds of the audience. After the octopus leaps onto Kong’s head, it begins smothering the ape with a slimy bouquet of wriggling tentacles, which leads to the camera cutting to a close-up of Kong’s face. Clearly expressing frustration at the tenacity of the eight-armed beast, Kong growls defiantly, inviting the audience to share in his annoyance. After removing the mollusk from his head, Kong pelts the giant animal with more rocks for good measure. As the octopus retreats, the camera cuts to Kong as he leans forward and growls several times, taunting the defeated ocean-dweller much like a victorious boxer mocking his opponent.

Through the use of point-of-view focalization, Honda conveys humor to strengthen the audience’s affection for Kong in the subsequent berry-drinking scene. After the ape pounds his chest in triumph, he lazily gazes toward the ground, searching for the berry juice that the octopus was seeking during its attack. The camera cuts to Kong’s eye-line match, slowly surveying a ruined storehouse before suddenly zooming in – interpreted as excitement – on several containers brimming with the red juice. The close-ups of Kong’s hands quickly grabbing the ampules add to the perception of Kong’s excitement, which gives way to the close-ups of Kong drunkenly gulping the juice down. The facial close-ups are comical and overwhelmingly goofy, since it is clear that in this shot, Kong is nothing more than a hand puppet. The resulting effect on the viewers will not only be a reaction of laughter (after all, Toho intended for the film to appeal to children as well as adults), but of sympathy as well. Kong, a fierce and heroic figure only moments before, is reduced to nothing more than a “regular joe” enjoying a few drinks “after work,” helping to establish Kong as “one of us.”

However, Kong’s sympathetic nature did not seem to have translated across the Pacific, at least in terms of marketing strategy. Unlike their Japanese counterparts, the American posters for KK vs. G almost always show Godzilla and Kong in the midst of battle, a far more direct and violent depiction. This time, it is the visitor getting the upper hand over the hometown hero: front and center is Godzilla blasting away at Kong with his radioactive breath while the two foes juggle train cars and power lines as if they were toys. While this can easily be written off as creative freedom, it is curious that the American posters favor Godzilla over Kong. Perhaps the American artists saw the exotic nature of Godzilla as a far more attractive selling point; as a giant fire-breathing lizard, Godzilla is far less human-like than Kong, and it could be that American sympathies lay with Godzilla on a more superficial level rather than a commonality with the audience. Or, on a subconscious level, Godzilla represented the positive side of nuclear power to the American public. With atomic energy seen as a potential source of energy for cars, warships, and power plants, it is possible that Godzilla was viewed as hip as a Ford Mustang, especially by the younger crowd.

A more negative possibility is that Kong’s character tugged at the guilt that Americans felt about slavery, a shame that maintains itself in America even today. As Paul Di Filippo suggests, “King Kong is a film about racism. Specifically, the American experience of slavery and its aftermath” (135). KK vs. G follows in that film’s footsteps in a more subdued – but no less poignant – manner by recycling the methods used by the humans to capture and transport Kong in King Kong: Kong is drugged, kidnapped, and brought to a foreign land in chains via the sea. “Kong is the black man in America,” (135) says Di Fillippo, and although Kong is brought to Japan in this case, the effect is still the same. What makes Kong so potentially unappealing to American audiences is the fact that he escapes from his bonds before arriving on the mainland. The scene in question has Kong waking up from his drugged state on a raft being towed to Japan by one of Tako’s ships; the ape struggles against his restraints. Tako and his men argue over whether to blow Kong up with dynamite, prompting Tako to state “King Kong is my responsibility, and you have no right to destroy him!” to which an underling replies “You want publicity! Publicity!” Tako’s concern denotes his fear of losing an investment or a commodity rather than his ethical credibility. To the American subconscious, Kong’s early escape represents a deviation from an established story, destroying the American comfort zone with the promise of retribution from the enslaved. Just as Godzilla represented the fear of nuclear annihilation for the Japanese, Kong served as a kind of bogeyman, a symbol of oppression and forced servitude that pulled subliminally on the American subconscious. This guilt can explain why the American poster for KK vs. G features favoritism toward Godzilla. When looking at the poster with this perspective, it seems as though Godzilla is desperately fending Kong off rather than gleefully spewing his dragon-breath. Within the urgency to keep Kong – the memory of slavery – at bay, it seems appropriate that Americans would cling to an atomic weapon like Godzilla’s breath in order to maintain a feeling of security. After all, the threat of nuclear Armageddon was very real in 1962, and one of the only reassurances that Americans had during this time was that the United States’ own nuclear arsenal served as a deterrent against an attack from foes like the Soviet Union. In addition to slavery, Kong represents an external threat to Americans; he does hail from a Pacific island. In this manner, he is analogous to Japan itself. How morbidly appropriate it is, then, that the American poster features an atomic weapon – Godzilla – blasting away at a furious, encroaching Kong.

In the film’s final confrontation between Godzilla and Kong, the two mortal enemies maintain the appeal they had to Japanese and American cultures as portrayed on the movie posters. For example, once Kong is brought to meet Godzilla via giant hot air balloons, he slides into the reptile, knocking Godzilla down. In their earlier confrontation, Kong was easily defeated by Godzilla’s nuclear fire. In this battle, Kong wisely retreats early on; while the audience may perceive this as cowardly at first, the act of cowardice itself is immediately recognizable as human. In reality, Kong is setting his foe up for an ambush, a guerilla tactic. A close-up of Kong’s face relays to the audience that Kong has a plan this time as he slowly turns his head, his jaw loose in concentration. Godzilla follows the retreating Kong, and the wily ape leaps out from behind a cliff, latching onto Godzilla’s tail. After losing his grip, Kong resorts to throwing boulders, harkening back to his conflict with the octopus; sure enough, the same basic editing pattern from the early fight is reused here, suggesting that Godzilla is just as inhuman and alien as the octopus was. The pattern continues with Godzilla mirroring the octopus’s counterattack, this time in the form of atomic breath. The exchange of projectile weapons is followed by grappling; in a reversal of the octopus locking onto Kong’s head, Kong himself initiates a grapple with Godzilla. This technique, coupled with occasional commentary by Japanese characters observing the fray (“Kong! Hold his tail!”), builds upon the sympathy for Kong that was already established, and since the audience has been “trained” to perceive Kong as a relatable figure, the final effect confirms the notion that he is indeed the film’s hero, as intended by Toho.

            While they are marketed as icons of entertainment, Godzilla and King Kong are also complex allegories for the black, white, and gray components of the human nature; this intricacy is the reason why their films have managed to spawn numerous sequels, remakes, and spinoffs, of which King Kong vs. Godzilla is a shining example. Bemoaned and applauded as a marketing ploy, KK vs. G, if nothing else, provides fertile ground for discussions about the darker side of the human condition, as well as an insight into the evolution of two unique film characters exposed to nearly a century of paradigm shifts. For these reasons, the silver-screen meeting between Kong and Godzilla stands as an underappreciated but no less important part of film history.

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Works Cited

Ackerman, Forrest J. "Return of Kong." Spacemen (1963): 52-56.

Alien vs. Predator. Dir. Paul W.S. Anderson. 20th Century Fox. 2004.

Di Filippo, Paul. "The Myth Goes Ever Downward: The Infantization, Electrification, Mechanization, and General Diminishment of King Kong." Kong Unbound. Ed. Karen Haber. New York, NY: Pocket Books, 2005. 130-147.

Edo Ni Arawareta Kingu Kongu. Dir. Soya Kumagai. Zensho Cinema. 1938.

Frankenstein Meets the Wolf Man. Dir. Roy William Neill. Universal Studios. 1943.

Freddy vs. Jason. Dir. Ronny Yu. New Line Cinema. 2003.

Gojira. Dir. Ishiro Honda. Toho. 1954.

Hollings, Ken. "King Kong Appears in Edo: The Toho Kong Years." Woods, Paul A. King Kong Cometh! London: Plexus Publishing Limited, 2005. 118-124.

King Kong. Dir. Merian C. Cooper. RKO Radio Pictures. 1933.

King Kong vs. Godzilla. Dir. Ishiro Honda. Toho. 1962.

Morton, Ray. King Kong: The History of a Movie Icon. New York: Applause Theater and Cinema Books, 2005.

Mothra vs. Godzilla. Dir. Ishiro Honda. Toho. 1964.

Son of Kong. Dir. Ernest B. Schoedsack. RKO Radio Pictures. 1933.

Wasei Kingu Kongo. Dir. Torajiro Saito. Shochiku Studios. 1933.

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