Friday, December 08, 2006

PLay XB0x 360 on a REALLY big screen

In a first for South African cinemas, Nu Metro Theatres and Cinevation have joined forces with Microsoft to launch an innovative big-screen gaming competition to be held at selected cinemas in December this year.

From the 8th to 20th December gaming consoles will be placed in Nu Metro foyers at Canal Walk in Cape Town, The Pavilion in Durban, Menlyn Park in Pretoria and Montecasino in Johannesburg. Cinema-goers will have free access for the day to test their Xbox driving skills and register their top Project Gotham Racing score. Those players registering the highest scores will then be invited to compete in the grand finale on the big screen in each region on Saturday 23 December 2006.

Says Nu Metro’s Gavin Caseley: “Gaming is one of the fastest growing sectors of the entertainment industry worldwide. The December gaming promotion will enable Microsoft to demonstrate leading edge gaming technology on a large scale and Nu Metro Theatres to showcase its investment in an advanced digital projection platform nationally.”

John Press of Microsoft adds: “The Xbox 360 is about next generation gaming and what better way to experience the benefits of the next generation than on the “Big Screen.”

“Nu Metro’s digital projection allows us to showcase high definition gameplay that is larger than life and simply breathtaking,” he explained.

Cinevation has a long standing relationship with Nu Metro in that it is contracted to handle the sales and marketing for Popcorn, the company responsible for Nu Metro’s cinema advertising sales. “It is very exciting to be working with such a forward thinking company that has moved so rapidly into the digital era,” adds Marisa Torrani, Director of Cinevation.

“What makes this promotion unique is that the finals will be played on cinema screens making the visuals and sound larger than life – a mind-boggling experience for any gaming fan”.

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