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8 MCV 01/05/09
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NEWS
Lionsgate eyes up publishing role Film distributor targets casual games market New third party deals in the works after Saw agreement by Christopher Dring LIONSGATE is set to join the ranks of movie companies working in the games industry, by producing casual titles based on the firm’s popular TV and film IP. The independent movie distributor is responsible for hit franchises including Crank, Rambo and Saw, and is
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but one deal we’re working on involves digital casual and mobile gaming. “I think a lot of our film and television properties have the potential to reach out to the casual gaming crowd, as this is an area of gaming that is continuing to grow and grow. “We are always looking for new revenue streams, to be based on new IP we have
We are looking at how we can leverage the properties that Lionsgate owns in the world of video games. Curt Marvis, Lionsgate
looking to establish relationships with video game developers and publishers. “We are examining how to leverage the existing IP we have copyright over and placing it into the world of video games,” said Lionsgate’s president of digital media Curt Marvis. “I’m less convinced there is a market for console games,
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ownership of. We are an active observer of the games business. We haven’t made any decisions as of yet, but we are keenly interested in the games space. And we look to develop more in that area as we go forward.” Lionsgate’s popular movie horror franchise Saw is set to arrive via Konami later in the year on 360 and PS3.
CRANKING UP ITS AMBITION: Lionsgate digital boss Curt Marvis (left) is keen to make money from the likes of movie Crank (above)
However, Marvis isn’t convinced tie-in video games are always a recipe for success: “I don’t believe movie properties necessarily translate into a good game,” he said. “Gamers only care about the game, they don’t care if it’s based on a hit film or not. So
console movie-based titles haven’t seen the success many people may have expected. “But I think this isn’t true of casual gamers, who are perhaps more interested in games based on movies.” Lionsgate Entertainment: 001 310 449 9200
Creative agency Fluid expands and rebrands DESIGN & advertising agency Fluid has refreshed its corporate image and boosted its website, as it expands its workforce. The Birmingham firm works with the likes of Sony Entertainment, Capcom, Warner Bros Interactive, EA Games, Codemasters and Sega on creative campaigns. Recent promotions it has worked on include House of the Dead Overkill, F.E.A.R 2, Batman LEGO and MadWorld. It has adopted the new mantra ‘never not creating’ to complement its refreshed image. “It’s not necessarily about change so much – rather a continual process of
evolution,” explains Fluid creative director James Glover. “Even when you’re a wellestablished company, I believe it’s crucial to take the time to thoroughly examine your practice, to ensure you remain fresh and relevant to the current climate. “We’ve got a vast amount of experience and a fantastic inhouse creative team, and we feel our new website and rebrand is more reflective of this combination. “It’s about offering an honest representation of what your company stands for at that moment in time, and for us it’s summed up in our new ethos, ‘never not creating’.
“This notion of expertise combined with a fluid approach that produces endless possibilities.” The firm has recruited a new communications and development manager, Josie Davis, to oversee the rebrand and assist with the expansion. “As a creative agency it’s easy to forget that communication is a huge part of developing the effectiveness of the business,” added Glover. “Josie will be working strategically to ensure the industry is aware of the work we produce and the global capabilities of our infrastructure.” Fluid: 0121 212 0121
GLOVER: Fluid boss believes his firm’s new rebrand will “offer an honest representation of what our company stands for”