It looked like a scene straight from science fiction, particularly The Planet of the Apes universe: actors dressed in highly realistic ape costumes and riding horseback were spotted by joggers, tourists, and anyone with a smartphone at Crissy Field in San Francisco, California. The crazy footage—genuinely resembling something out of the classic sci-fi dystopian franchise—is taking X by storm. And it’s easy to see why; the atmosphere these horseback riding apes generate does feel otherworldly.

It’s safe to assume those on a casual jog or dog-walk stared in complete disbelief for a few pregnant moments. Maybe they genuinely wondered if that classic franchise, commendably revamped in its recent cinematic incarnations, was coming true…

Of course, at least for now, the spectacles do not herald an impending invasion of highly evolved primates. Instead, the development is a marketing ploy—isn’t everything?—credited to Disney to promote their upcoming feature film, Kingdom of the Planet of the Apes. 

The ploy seems to be paying off. The irrepressibly iconic visage of the faux apes traversing on horseback, the Golden Gate Bridge poised in the background, creates a compelling, if not disturbing, surreal ambiance.

It’s partially because the ape prosthetics and the actors’ stoic expressions are so convincing. No wonder the onlookers seem captivated and quickly reach for their smartphones to capture the bizarre encounter. It’s safe to assume those on a casual jog or dog walk stared in complete disbelief for a few pregnant moments. Maybe they genuinely wondered if that classic franchise, commendably revamped in its recent cinematic incarnations, was coming true…

Kingdom Of The Planet Of The Apes

kingdom of the planet of the apesKingdom of the Planet of the Apes (2024)
For its part, the new installment in the renowned sci-fi universe, King of the Planet of the Apes, should swing into theaters on May 8. Featuring the adventures of a young chimpanzee hunter, Noa, portrayed by Owen Tague, and a human girl, Mae, played by Freya Allen, the film will capture their saga, which proves pivotal to shaping the future of both species.

Perhaps some of the San Franciscans privy to the marketing gambit had heard from fellow Californians down south about Disney’s earlier promotional effort. Earlier in the week, in Los Angeles, a similar scene unfolded on the sands of Venice Beach. There, beachgoers spotted three other apes, similarly astride horses. For some, the sightings hint at the new Planet of the Apes narrative spanning a variety of big-name locations.

The San Franciscan Ape sightings event continued through the day and into the afternoon, meaning many beachgoers had a chance to witness the primates in person, horses and all. Disney deserves credit for an innovative, very analog approach to film marketing, something refreshing in our digital age.

Hopefully, we see some more real-life ape-on-horseback sightings before the premiere of Kingdom of the Planet of the Apes on May 8.

Perhaps the novel, much-lauded marketing campaign preceding the Barbie release taught the House of Mouse a thing or two. In any case, the new venture forges memorable experiences while spurring passers-byes to upload their experiences to social media, thus upping engagement. All of which should resonate with audiences even before they actually set foot in a theater for the new Planet of the Apes.

Originating with Pierre Boulle’s novel La Planète des singes, the franchise has captivated audiences for over half a century. Of course, the saga most notably began its cinematic trajectory in 1968, with the film most associated with the franchise and starring Charlton Heston at his most Charlton Heston-y.