Activision Targets Los Angeles' Underworld With The Worldwide Debut Of True Crime: Streets Of L.A.
Promotional Alliances Include "The Source Hip Hop Music Awards 2003," MTV2 and PUMA
Santa Monica, CA - November 4, 2003 - It's time
for gamers to gear up for the deepest combination of driving, fighting
and shooting ever featured in one game now that Activision,
Inc.'s (Nasdaq: ATVI) True Crime: Streets of
L.A.
is available at retail stores nationwide. The much anticipated
title, which was featured on 22 magazine covers in the U.S., U.K.,
Europe and Australia, has already received critical acclaim, earning a
9 out of 10 from IGN.com.
Activision is supporting the game's launch with a
multi-million dollar marketing and advertising campaign that includes
alliances with "The Source Hip Hop Music Awards 2003," MTV2
and PUMA, as well as extensive print, in-theater, broadcast and online
advertising that is expected to deliver more than 240 million
impressions with the male 18-34 demographic.
Animated vignettes of True Crime: Streets of L.A. will
appear during
the broadcasts of "The Source Hip Hop Awards 2003." The
spots will feature Snoop Dogg, Benzino and True Crime's
Nick Kang
cruising and hangin' out at the awards ceremony and will be used
to lead into commercial breaks. "The Source Hip Hop Music
Awards 2003" is scheduled to premiere on BET on Tuesday, November
11, 2003 at 8:00 p.m. ET/PT and will encore throughout the month of
November.
Further supporting the game's launch, Activision's True
Crime: Streets of L.A. will be featured during MTV2's "Spankin New" programming during the month of November.
As a part of its alliance with Activision's True Crime:
Streets of L.A., the game will be available to purchase in all PUMA
Flagship stores nationwide. The PUMA Santa Monica store will
feature a True Crime: Streets of L.A. kiosk, giving consumers a
chance
to play the game. In addition, PUMA will launch a mini website on
www.puma.com where consumers can purchase the apparel selections
featured in the game as modeled by Nick Kang and the cast of characters.
"True Crime: Streets of L.A. delivers an in-depth
storyline
that will cast gamers as the lead character in a crime drama full of
colorful characters, fast cars, explosive weapons and challenging
enemies," said Larry Goldberg, executive vice president,
Activision Worldwide Studios. "Using 240 square miles of
L.A. as the backdrop for the action and a branching storyline full of
unpredictable twists and turns, gamers are sure to be entertained and
challenged each time they play."
Developed by Luxoflux, True Crime: Streets of L.A. thrusts
players
into the role of rogue Elite Operations Division operative Nick Kang, a
no-holds-barred badass, whose brutal reputation and lethal skills have
landed him the nasty task of taking down the Chinese Triad and Russian
Mafia cartel that have turned Los Angeles into a war zone. Gamers
take part in explosive gun battles with double fisted firepower,
devastating martial arts brawls, and high-speed shootouts on the
streets of L.A. The game's unique branching missions
include locating hostile witnesses, infiltrating criminal-infested
locations, taking out evasive informants and busting the heavily armed
and deadly bad guys.
True Crime: Streets of L.A. features an all-star voice cast
of top
Hollywood talent including Christopher Walken, Gary Oldman, Michael
Madsen, Russell Wong, Michelle Rodriguez, Ron Perlman, CCH Pounder,
James Hong, Mako and Keone Young. The game's soundtrack
features more than 50 original music tracks performed by such renowned
West Coast rap artists as Snoop Dogg, Westside Connection (Ice Cube,
Mac 10 and WC), Warren G, KAM, Jayo Felony, Boo Yaa Tribe, Easy-E Jr.,
among others. Additionally, the game's launch will be
supported by a 20-song CD soundtrack that will debut on November
11. The soundtrack was produced by Bigg Swoop and Bright Riley
for Vybe Squad Records and is being released by Koch Entertainment.
True Crime: Streets of L.A. is available now for the
PlayStation 2 computer entertainment system, the Xbox
video game system from Microsoft and Nintendo GameCube. The game has been rated "M" ("Mature" - Blood and Gore, Mature Sexual Themes, Strong Language and Violence) by
the ESRB. A wireless version of True Crime: Streets of L.A.
is
also available. To find out more about the game go to
www.truecrimela.com.
About Koch Entertainment
KOCH Entertainment is the leading and fastest-growing independent music
company in the U.S. KOCH's overall operations encompass record
and video labels, music publishing, as well as distribution companies
in the U.S. and Canada. KOCH Entertainment is the market leader
among independent labels and distributors in both the U.S. and Canada
and its record labels had the largest number of Billboard charting
albums among independents in 2002/2003.
About Activision, Inc.
Headquartered in Santa Monica, California, Activision, Inc. is a
leading worldwide developer, publisher and distributor of interactive
entertainment and leisure products. Founded in 1979, Activision
posted net revenues of $864 million for the fiscal year ended March 31,
2003.
Activision maintains operations in the U.S., Canada, the United
Kingdom, France, Germany, Japan, Australia, Scandinavia and the
Netherlands. More information about Activision and its products
can be found on the company's World Wide Web site, which is located at
www.activision.com.
Contributed by skl (1163) on Mar 07, 2004.
