Columbia Pictures has launched RV PILE-UP, a free game for BlackBerry, built to promote the studio's latest family adventure comedy, RV, starring Robin Williams, due in theaters April 28, 2006.
In the film, an overworked exec, Bob Munro (Williams), persuades his wife and children to give up their Hawaiian vacation for some "family bonding" on a cross-country RV trip. But it's all a ruse. Bob has other, more career-oriented reasons on his mind than spending quality time with his family in the Rocky Mountains. Through a series of misadventures, including constant run-ins with an overly friendly troupe of full-time RVers, Bob inadvertently learns the true meaning of family.
The object of the RV PILE-UP game for BlackBerry is to race across a series of platform-roads, divided into small tiles. As the player's RV zooms across the streets, it leaves a color trail behind. The only way to graduate from one level to the next is to turn every tile red before the allotted time expires. Not only will the terrain and obstacles differ with every new game level, but the driver graduates from one level to the next more quickly by capturing a variety of traffic signs.
"The movie touches on themes of staying connected to both family and, particularly for the main character, to work obligations, by using technology like BlackBerry," said Dwight Caines, evp, worldwide digital marketing, Columbia TriStar Marketing Group. "We thought this game would be a fun way to reflect those concepts in our digital marketing campaign."
The game was developed by REGARD Solutions Corp. (www.regard.com), an innovator in the development of applications for BlackBerry. BlackBerry is developed and manufactured by Research In Motion (RIM).
The RV PILE-UP game for BlackBerry will be available on the following series of BlackBerry handhelds: BlackBerry 7200 Series, BlackBerry 7500 Series, BlackBerry 7700 Series, BlackBerry 7100 Series and BlackBerry 8700 Series. It will be offered in six languages: English, Spanish, French, Italian, German and Portuguese.
For more information and to download the game for BlackBerry for free, visit www.RVPileUp.com.
Columbia Pictures, part of the Columbia TriStar Motion Picture Group, is a Sony Pictures Ent. company. Sony Pictures Ent. (SPE) is a subsidiary of Sony Corp. of America (SCA), a subsidiary of Tokyo-based Sony Corp. SPE's global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in 67 countries. For more information, visit www.sonypictures.com/.