20th Century Film sent horse handlers dressed as monkeys to the iconic California coast in an out-of-the-box marketing effort for their upcoming movie.

On Monday, the studio’s president, Steve Asbell, shared video on X, formerly Twitter, writing, “We out here opening up an entirely new front on the CGI vs. practical effects twitter debate!”

 

Kingdom of the Planet of the Apes is a sequel to 2017’s War for the Planet of the Apes.

It is the fourth installment of the Planet of the Apes reboot franchise which began in 2011. It is directed by Wes Ball from a script by Josh Friedman and stars Owen Teague, Freya Allan, Kevin Durand, Peter Macon and William H. Macy.

The movie will take places several generations after the last installment, when “apes are the dominant species living harmoniously and humans have been reduced to living in the shadows,” the logline reads. “As a new tyrannical ape leader builds his empire, one young ape undertakes a harrowing journey that will cause him to question all that he has known about the past and to make choices that will define a future for apes and humans alike.”

Kingdom of the Planet of the Apes hits theaters on May 10.