Xbox Movie Showcase launched

Paramount Pictures’ first-of-its-kind program with Xbox integrates movie content within the gaming environment — Campaign Launches with “Mission: Impossible III” and “Nacho Libre”

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 today (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 “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, the director of “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 Jack 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.

Commenting on the announcement, 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,” said 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.