Paramount Pictures and Xbox have pioneered the first-ever Xbox Movie Showcase cross-platform marketing program between a movie studio and Microsoft's Xbox Live. Launching April 12, the Xbox Movie Showcase will feature free, high-definition, downloadable content from MISSION: IMPOSSIBLE III, starring Tom Cruise and directed by J.J. Abrams (the creator of LOST and ALIAS), hitting theaters May 5, and NACHO LIBRE, a comedy starring Jack Black and directed by Jared Hess, NAPOLEON DYNAMITE) 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 M:I:III and NACHO LIBRE. In addition, as part of this first-of-its kind agreement, stars of Paramount films, including Black, will participate in Xbox's "Game with Fame," where gamers can enter for a chance to play a game online against their favorite celebrities. Taking the program off-line, Paramount's DVDs will be featured in a Digital Entertainment Lifestyle video promoted across Xbox kiosks in 30,000 retail stores worldwide.
Gerry Rich, president of worldwide motion picture marketing, said, "This ground-breaking agreement takes interactive marketing and digital entertainment to new heights, representing the perfect match between gamers and the summer movies they can't wait to see."
"Paramount shares our commitment to providing an entertaining and meaningful gaming experience for Xbox gamers," added Aaron Greenberg, Group Marketing manager, Xbox Live. "We're excited to be starting out on this multi-picture campaign and look forward to continuing to provide compelling entertainment experiences to gamers everywhere."
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.
Paramount's relationship with Xbox began in December with the unveiling of the HD teaser trailer for M:I:III.
Paramount Pictures is part of the entertainment operations of Viacom Inc., one of the leading global entertainment content companies, with prominent and respected brands in focused demographics across virtually all media.
Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.
