PARAMOUNT PICTURESâ FIRST-OF-ITS-KIND PROGRAM WITH XBOX INTEGRATES MOVIE CONTENT WITHIN THE GAMING ENVIRONMENT
HOLLYWOOD, CA, April 11, 2006â¦â¦ Paramount Pictures and Xbox have pioneered the first-ever Xbox Movie Showcase cross-platform marketing program between a movie studio and Microsoftâs Xbox Live. Launching tomorrow (April 12, 2006), the Xbox Movie Showcase will feature free, high-definition, downloadable content from two of the most highly anticipated films of the summer: the action-thriller âMission: Impossible III,â starring Tom Cruise and directed by J.J. Abrams (the creator of âLostâ and âAliasâ), hitting theaters May 5, and âNacho Libre,â a comedy starring Jack Black and directed by Jared Hess, the director of âNapoleon Dynamite,â in theaters June 16.
The Xbox Movie Showcase content includes HD movie trailers, exclusive theme packs, and graphics allowing Xbox gamers to customize their gaming experiences, theming their Xbox Live experience to âM:i:IIIâ and âNacho Libre.â In addition, as part of this first-of-its kind agreement, stars of Paramount films, including Jack Black, will participate in Xboxâs âGame with Fame,â where gamers can enter for a chance to play a game online against their favorite celebrities. Taking the program off-line, Paramountâs DVDs will be featured in a Digital Entertainment Lifestyle video promoted across Xbox kiosks in 30,000 retail stores worldwide.
Commenting on the announcement, Gerry Rich, president of worldwide motion picture marketing, said, âThis ground-breaking agreement takes interactive marketing and digital entertainment to new heights, representing the perfect match between gamers and the summer movies they canât wait to see.â
âParamount shares our commitment to providing an entertaining and meaningful gaming experience for Xbox gamers,â said Aaron Greenberg, Group Marketing Manager, Xbox Live. âWeâre excited to be starting out on this multi-picture campaign and look forward to continuing to provide compelling entertainment experiences to gamers everywhere.â
Xbox Live momentum has accelerated since Xbox 360 was launched, with more than half of all Xbox 360 owners connecting with the online games and entertainment service, which boasts a worldwide community of more than 2 million members. Xbox Live has grown into a social community with 600,000 text messages sent every day between members and its Marketplace has reached over 10 million downloads.
Paramountâs relationship with Xbox began in December with the unveiling of the HD teaser trailer for âMission: Impossible III.â