Target Media promotes film release on Xbox

by Arif Durrani, mediaweek.co.uk 30-Oct-09, 15:23

LONDON - Target Media, the specialist media agency, has brokered a deal to promote the release of action thriller Law Abiding Citizen on Xbox LIVE next month.

The film, which is released on 27 November by Momentum Pictures, will feature in a three-week campaign on the premium page of Xbox LIVE's gaming dashboard and include streaming of the movie trailer and exclusive downloaded videos and pictures.

The campaign will position Law Abiding Citizen within the male gaming environment where the audience of 5.5 million European subscribers are 80% male and typically trendsetters and early adopters.

Jamie Schwatz, director of marketing at Momentum Pictures, called it a "perfect match" between the product, media and consumer.