Atari are pulling the stops out on the marketing campaign surrounding their upcoming title DRIV3R having signed Ridley Scott Associates to produce a film hyping it.

Ridley Scott Associates (RSA) is a production company setup by Ridley & Tony Scott, whose collective film credits include Blade Runner, Gladiator, Spy Game, Enemy of the State, and less inspiringly G.I. Jane.

The mini film being produced, titled 'Run The Gauntlet', will be based around the plot and characters in the latest in the Driver franchise.

The press release has obviously high expectations, comparing the work to the masterful promo mini-films made for BMW on BMWFiles.com. These high-budget Hollywood quality marketing pieces are directed by the best in the business (including RSA), and it was only a matter of time before it was applied to a game's marketing mix.

"DRIV3R is a unique property and we wanted a marketing approach that matched the game in innovation. 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, someone with a long job title at Atari. "With RSA's tremendous talent and experience, we knew we would get an explosive film that would enhance the DRIV3R brand the way BMWFilms enhanced the BMW brand. And by bringing this original film to gamers in an interactive environment on the Internet, we will be able to deliver the same kind of immersive, adrenaline-filled experience that they get actually playing games."

Expect to see short film's first episode make is web debut on 23rd January (after trailers on the 13th), with a further two episodes in February and March.

By Jason Cartwright

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