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News 
E3: Smell the Blood
- Posted By Mike
Schneider, 05.22.2002
The press release...
ACCLAIM ENTERTAINMENT, INC. UNVEILS MULTIMILLION DOLLAR 'SCENT OF BLOOD' MARKETING CAMPAIGN TO SUPPORT LAUNCH OF 'TUROK: EVOLUTION'
National Television, In-Theater, Print, Radio and Online Advertising; Product Demos; Consumer Contests; and Retail Promotions Usher In 'Turok Bloody Sunday - 9-01-02'
E3, LOS ANGELES, CA, May 21, 2002 - The "scent of blood" is officially in the air, as Acclaim Entertainment, Inc. (NASDAQ.SC: AKLM) has unveiled its multimillion dollar integrated marketing campaign to support the launch of Turok(tm): Evolution(tm) across all next-generation systems on "Turok Bloody Sunday - 9-01-02." Kicking off at E3 with the debut of the Company's national television commercials, Acclaim's campaign also includes in-theater, print, radio and online advertising; product demos; innovative street team programs; consumer contests and extensive retail promotions. The campaign will run through the 2002 holiday season.
"Our 'Scent of Blood' marketing campaign was strategically designed to make the return of Turok the most eagerly anticipated and dramatic product launch of the year," said Evan Stein, Vice President of Brand. "Acclaim will leverage all forms of media to support this title with the same marketing prowess which made Mortal Kombat a household name. This is a campaign of epic proportions and underscores our belief in the retail strength of our flagship brand."
Acclaim's "Scent of Blood" Turok: Evolution marketing campaign includes:
National Television - :30 and :15 spots directed by Marcel Langenegger, the celebrated director of the world-renowned Nissan Z model commercial, beginning in late August and running through the holiday season during syndicated, cable and network programming;
In-theater Advertising - :30 spot running nationwide before top action films, beginning August and running through the fall;
Print Advertising - teaser and 3-page ads running in the leading video game magazines and dedicated men's publications, including Stuff and Gear, beginning in May and running through the holiday season;
Online Advertising - skyscrapers, full-page interstitials and banner ads running on major video game and mass-market sites;
Radio Advertising - live and recorded spots airing in the top 20 markets beginning in the summer and running through the fall;
Turok.com - dedicated Turok: Evolution web site, including product information, downloadable movies and materials for fans to set up their own game-related sites;
Promotions and Contests - extensive online and radio promotions with branded giveaways;
Street Team Program - nationwide college campus program beginning in the fall, including product demos, wild postering and more;
Retail Promotions - massive in-store displays, including sign-toppers, standees, posters, comp boxes, and retailer-specific pre-sell programs, contests and promotions.
Developed by Acclaim's world-renowned Austin Studio, Turok: Evolution is a prequel to the blockbuster franchise that has generated more than $250 million in sales worldwide. Featuring an entirely new game engine that was specifically designed for the next-generation gaming systems, Turok: Evolution is an epic adventure of treachery, exploration and war set against a backdrop of lush jungles, mysterious temples and the most realistic and deadly array of dinosaurs ever to be created in a video game.
Turok: Evolution has been rated "Mature" by the Electronic Software Review Board, and will be available on 9-01-02 across all next-generation gaming platforms at suggested retail prices to be determined. For more information about Turok: Evolution, please visit www.turok.com. Acclaim's complete showcase of products will be featured at E3 in Los Angeles, CA at booth #1046 in the South Hall.
About Acclaim Entertainment
Based in Glen Cove, N.Y., Acclaim Entertainment, Inc., is a leading worldwide developer, publisher and mass marketer of software for use with interactive entertainment game consoles including those manufactured by Nintendo, Sony Computer Entertainment and Microsoft Corporation as well as personal computer hardware systems. Acclaim owns and operates six studios located in the United States and the United Kingdom which includes a motion capture and recording studio in the U.S., and publishes and distributes its software through its subsidiaries in North America, the United Kingdom, Germany, France and Spain. The Company uses regional distributors worldwide. Acclaim also distributes entertainment software for other publishers worldwide, publishes software gaming strategy guides and issues "special edition" comic magazines from time to time to support its time valued brands, Turok and Shadow Man. Acclaim's corporate headquarters are in Glen Cove, New York and Acclaim's common stock is publicly traded on NASDAQ.SC under the symbol AKLM. For more information please visit our website at http://www.acclaim.com.
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