Scotts Produce E-Film for Atari Game

NEW YORK Atari said Friday that it has signed Ridley Scott Associates to produce a three-minute live-action film that will be the center piece of national marketing to support the launch of Atari’s game, “Driv3r.”

RSA, the Los Angeles- and New York-based commercial production company owned and operated by filmmakers Ridley and Tony Scott, has produced several of the short movies on BMWFilms.com. Both Scotts also are known for directing major Hollywood movies such as Black Hawk Down, Gladiator, Blade Runner, Enemy of the State and Top Gun.

The film, Run the Gauntlet, will break on Driv3r.com on Jan. 13. National marketing, via Atari’s in-house team, will break in late January. The game is scheduled for release in March for PlayStation 2 and Xbox. Spending for the effort was not given.

” ‘Driv3r’ is a unique property and we wanted a marketing approach that matched the game in innovation,” Wim Stocks, executive vice president of sales and marketing for Atari, New York, said in a statement. “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.”

—Brandweek staff report