DreamWorks Animation Revs Up 'Turbo' With

Deal with Verizon to shell out $1 million as part of a contest

DreamWorks Animation is putting a twist on the free-to-play model of mobile gaming and will pay up to $1 million in cash to players of its “Turbo Racing League” app.

The prize dubbed the “$1,000,000 Shell-Out” — the largest payout for a mobile game to date —  is part of a contest sponsored by Verizon Wireless that’s tied to DWA’s upcoming 3D toon “Turbo,” out July 17. Twentieth Century Fox is distributing for DWA.

With more studios competing for attention for their movies on mobile devices, “Turbo” could see a boost from the contest element that uses the chance to win money as a way to encourage moviegoers to play the game. Given that the film is based on a new property and the characters aren’t well-known to most audiences, cash prize is a clever incentive to give people a reason to learn more about the film — while spotlighting one of its promotional partners.

“Turbo,” whose main character is voiced by Ryan Reynolds, revolves around a garden snail that gains super speed and races in the Indy 500.

In the game, players will compete to improve their race times, and earn upgrades while collecting tomatoes.

In order to win the cash, players must achieve daily goals or obtain enough tomatoes to unlock access to the weekly contest over eight weeks that starts May 16 and runs through July 7. Each week, the 10 fastest racers will win up to $25,000, and first place finishers will earn an invitation to the Grand Finale Race Event in Los Angeles to earn the title of Turbo Racing League Champion and $250,000 on July 17.

PikPok (“Flick Kick,” “Super Monsters Ate My Condo,” “Slam Dunk King”) produced the game, which will be available on all mobile carriers and for all devices, including Apple’s iPad, iPhone, iPod touch, Google Android handsets and tablets, and Microsoft’s Windows Phone 8.

However, those playing it on a Verizon device will gain access to exclusive content from the film as well as unique game customization options and insider tips on game play.

“Turbo Racing League perfectly captures the high-octane excitement of the film, and players of all skill levels will love the detail and depth that went into creating this addictive racing game,” said DreamWorks Animation head of global interactive Chris Hewish.

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