Developer Rockstar won’t be holding back the dough on the release of their western-inspired GTA-like action adventure Red Dead Redemption, Rockstar UK general manager Neil Stephen says.
“This is our most ambitious game to date and our biggest UK release this year,” Stephen said. “We are spending a larger proportion of our TV budget pre-launch than we ever have before to ensure Red Dead Redemption is established as a massive triple-A title.”
While it’s not an uncommon sight to spot ads for a game on TV, Stephen added that “for the first time as a company, we will be running an on-screen cinema advertising campaign.” Given the cinematic nature of the game, he added that it would be a “perfect fit for the cinema” and that audiences of Robin Hood, Prince of Persia and Iron Man 2 will be targeted.
Foyer posters will also be supporting the cinema campaign, letting consumers download game content via Bluetooth. In addition to this, the developing powerhouse has signed deals with Gamespot, IGN, Microsoft, LoveFilm and YouTube for free movie downloads and Xbox Live content.
So this summer will see red, but will definitely not be dead. Red Dead Redemption is hitting shelves May 18 and 21, US and UK respectively, for Xbox 360 and PlayStation 3.