Move over Grand Theft Auto 4, and your $20 million-or-whatever- it-was marketing campaign – Rockstar’s planning something even bigger for incoming cowboy sandbox, Red Dead Redemption.
“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,” Rockstar GM Neil Stephen told MCV in a recent interview. “For the first time as a company, we will be running an on-screen cinema advertising campaign. We think the cinematic nature of the game makes it a perfect fit for cinema and we will be executing a nationwide ad campaign targeting the audiences of Robin Hood, Iron Man 2 and Prince of Persia.”
And they’re adding Bluetooth-equipped posters in cinema lobbies, so patrons can download as yet-unspecified game content while they’re queuing up for extortionately overpriced snacks.
“In terms of sales projections, we are aiming high and as such are focusing more attention on retail channels than ever before. Once the game is released we expect that word of mouth and our massive launch media campaign will propel the game to excellent sales,” adds Stephen. “This leaves us with very high expectations for what we think is our next blockbuster gaming franchise.”
Red Dead Redemption is set for a 21 May release in PAL regions, and is (currently) a console exclusive.