It's been 15 years since Roland Emmerich's "Godzilla" disappointed critics and moviegoers, but ultimately Sony, when the $130 million-budgeted movie earned just $379 million worldwide.
Instead of hiding the title character from fans until release, as Sony chose to do, Tull is taking a different approach this time around.
At last summer's Comic-Con, Tull screened a roughly one-minute reel of test footage for the epic that British helmer Gareth Edwards is directing, for 6,500 people packed inside the San Diego Convention Center. The sequence instantly established a devastating tone and more realistic approach to the "Godzilla" tale than Emmerich's film.
"I'm just going to take it really seriously," Edwards told the crowd. "There's nothing sci-fi about this movie, it's very grounded, realistic," adding that he's wanted to see the movie this way "all my life, really. If this really happened, what would it be like?"
This year, Tull and his marketing team, led by newly acquired agency Five33, are returning to Comic-Con and are set to lift the curtain on the birth of its new beast. By hosting an event on Tuesday night, which has been promoted through the website GodzillaEncounter.com, Legendary is guaranteed to command much of Comic-Con's attention and rev up the hype meter for the film since the fanboy fest doesn't officially begin until Thursday.
Legendary and WB released a "Godzilla" poster from Mondo on Monday, while Edwards posted a video to Godzilla fans online on Sunday, promoting Tuesday's reveal.
What Legendary will show off in San Diego is being kept tightly under wraps. But what Tull already has proven to the fanboy community is that he doesn't do anything small.
Last year's Legendary panel at Comic-Con surprised audiences when Tull lowered two additional massive screens inside Hall H to promote Guillermo del Toro's robots vs. monsters mash-up "Pacific Rim," now playing.
With "Pacific Rim" out in theaters, and an upcoming slate that includes the fantasy pics "Seventh Son," "300: Rise of an Empire" and "Godzilla," Tull has quickly become Hollywood's beast master. All feature massive computer-generated monsters that appeal to Tull's core fanbase of fanboys.
"There isn't a monster movie we don't like at Legendary," Tull recently joked during a gathering of press in June.
By going to Comic-Con with "Godzilla" this week, Tull is turning to a community he's comfortable with. And it's a big one, with 130,000 people to again flood downtown San Diego through July 21. Tull needs their praise to start spreading the love for a character that may be celebrated in countries like Japan, but has never been a major player in Hollywood.
"Godzilla" will compete for attention with Fox's "The Wolverine" and "Dawn of the Planet of the Apes;" Sony's "The Amazing Spider-Man 2" and "RoboCop;" WB's "300: Rise of an Empire" and "Seventh Son," both co-productions with Legendary; Marvel's "Captain America: The Winter Soldier" and "Thor: The Dark World;" Universal's "Riddick;" Summit's "Divergent" and "Ender's Game;" and Lionsgate's "The Hunger Games: Catching Fire" and Focus' "The World's End," among others.
What will help rally fans around "Godzilla," is that Tull already has the support of "Godzilla"-owners Toho Co., although producers Dan Lin and Roy Lee, who claim were instrumental in securing the rights from the Japanese company, are now suing Legendary for being dismissed from the project.
"Godzilla is a signature Japanese character which we have nurtured over the years," said Hideyuki Takai, president of Toho Co., when initially announcing the film in 2010. "We are delighted in rebooting the character together to realize its much-anticipated return by fans from all over the world. We are anxious to find out where Godzilla's new stomping will take us."
Legendary clearly has a franchise in mind with "Godzilla;" Warner Bros., which will distribute the film, also has its consumer products division brokering licensing deals for everything from apparel to toys. Legendary is covering 75% of the budget of the film -- expected to cost around $160 million -- the way it paid for much of "Pacific Rim's" $185 million pricetag.