The promo image is part of a Godzilla AR app that was created to showcase the film at this year's Comic-Con. Persons attending the conference received a t-shirt with an image of the new Godzilla, and when they look at themselves in a webcam at the Legendary Pictures tradeshow booth, they were superimposed with an animation of Godzilla’s “atomic breath”, complete with black smoke rising from the flames and the ground-shaking bellow of Godzilla’s instantly recognizable roar.
Check out a demo of the AR app below: