Scotts, Atari gear up for ‘Driv3r’ promo pic

Cyberbiz Brief

Vidgame publisher Atari is teaming with Ridley Scott Associates, the commercial production company owned by helmers Ridley and Tony Scott, to create a short film to promote its upcoming game “Driv3r.”

Titled “Run the Gauntlet,” the three-minute movie is written and directed by RSA’s Sean Mullens and features a plot inspired by the game, which follows an undercover cop investigating a global car theft ring. “Driv3r,” the sequel to hit games “Driver” and “Driver 2,” stars the voices of Michael Madsen, Ving Rhames, Michelle Rodriguez and Mickey Rourke.

Pact is a first for the vidgame industry but echoes the operations of, which promoted the luxury car brand with short films online. “Run the Gauntlet” will premiere on the “Driv3r” Web site with one minute episodes over the next three months, building to game’s release in March.

“Since Hollywood and interactive entertainment have become more and more intertwined in terms of content, it was a natural progression to expand that relationship to encompass marketing and promotion,” said Wim Stocks, exec VP of sales and marketing for Atari.

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