Veteran Comedy Director Jonathan Krisel Directs the Brand New Spot
SANTA MONICA, Calif.–(BUSINESS WIRE)–With just a couple weeks to go until the highly-anticipated return of Guitar
Hero, Activision Publishing, Inc., a wholly owned subsidiary of
Activision Blizzard, Inc. (Nasdaq: ATVI)
is kicking off the launch for Guitar Hero Live with the
release of a new live action trailer starring James Franco and Lenny
Kravitz. Helmed by director Jonathan Krisel (Portlandia, SNL), the
“Win the Crowd” spot features the hilarious actor and the legendary
rock-star going head-to-head to see who truly is the king of the music
festival circuit in Guitar Hero Live. The trailer features
Kravitz’ hit track “Are You Gonna Go My Way,” which will also be
playable in the game. The full :90 second version of the spot is live now.
The start of the campaign sets the stage for the release of Guitar
Hero Live, which marks the beginning of a new era in music games
and introduces two exciting new ways to play the game: GH Live, in which
you play in-front of real crowds who react to your performance, and
GHTV, the world’s first playable music video network.
“Guitar Hero Live gives you the chance to live out your
rock star fantasy in front of a real audience that reacts to how you
play, so watching James Franco and Lenny Kravitz challenging each other
to win the crowd in the game brought that excitement to life in a really
cool way,” said Tim Ellis, CMO, Activision Publishing, Inc. “Some
of the best moments captured on film were purely spontaneous between
James and Lenny. They had great chemistry and had a lot of fun with the
game. We just let them loose.”
Activision worked with Los Angeles-based agency 72andSunny on the
overall creative direction of the Guitar Hero Live “Win
the Crowd” live-action trailer and will put its full support behind the
return of the franchise through expansive multi-channel advertising that
kicks off today and runs globally.
Guitar Hero Live includes two all-new modes, including a
first-person point of view where you are up on stage as the star of the
show. A quantum leap forward in immersion and realism, GH Live is a
live-action experience that delivers the full emotional roller coaster
of being on stage, with players performing in a real band, in front of
real crowds, who react in real time to how well or poorly you play. The
game also includes GHTV, a revolutionary new way to play Guitar Hero.
The 24-hour playable music video network lets fans play along to a
continually-updated collection of official videos, from the newest
releases to favorite hits. GHTV is a living, breathing platform that
will continue to grow, serving as an ever-expanding source for music
discovery while bringing the party atmosphere back to the living room.
Guitar Hero Live will be available on October 20 in North
America and October 23 in Europe on PlayStation®4 and PlayStation®3
computer entertainment systems, Xbox One, the all-in-one games and
entertainment system, Xbox 360 games and entertainment system from
Microsoft, the Wii U™ console as well as iOS devices including iPad,
iPhone and iPod Touch. For more information, please visit http://www.guitarhero.com,
or follow @guitarhero on Twitter and Instagram.
About Activision Publishing
Headquartered in Santa Monica, California, Activision Publishing,
Inc. is a leading global producer and publisher of interactive
entertainment. Activision maintains operations throughout the world and
is a division of Activision Blizzard (NASDAQ: ATVI), an S&P 500 company.
More information about Activision and its products can be found on the
company’s website, www.activision.com or
by following @Activision.
Cautionary Note Regarding Forward-looking
Statements: Information in this press release that involves
Activision Publishing’s expectations, plans, intentions or strategies
regarding the future, including statements about Guitar Hero Live™,
including with respect to its launch date, features, gameplay and
playability, are forward-looking statements that are not facts and
involve a number of risks and uncertainties. Factors that could cause
Activision Publishing’s actual future results to differ materially from
those expressed in the forward-looking statements set forth in this
release include unanticipated product delays and other factors
identified in the risk factors sections of Activision Blizzard’s most
recent annual report on Form 10-K and any subsequent quarterly reports
on Form 10-Q. The forward-looking statements in this release are based
upon information available to Activision Publishing and Activision
Blizzard as of the date of this release, and neither Activision
Publishing nor Activision Blizzard assumes any obligation to update any
such forward-looking statements. Forward-looking statements believed to
be true when made may ultimately prove to be incorrect. These statements
are not guarantees of the future performance of Activision Publishing or
Activision Blizzard and are subject to risks, uncertainties and other
factors, some of which are beyond its control and may cause actual
results to differ materially from current expectations.
ACTIVISION, FREESTYLEGAMES, GUITAR HERO and GH are trademarks of
Activision Publishing, Inc. “PlayStation” and “PS3” are registered
trademarks. “PS4” is a trademark of Sony Computer Entertainment Inc.
Nintendo trademarks and copyrights are properties of Nintendo. All other
trademarks and trade names are the properties of their respective owners.
Microsoft, Windows, Xbox, Xbox 360 and Xbox LIVE are either registered
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“PS3” are registered trademarks and “PS4” is a trademark of Sony
Computer Entertainment Inc.
Activision Publishing, Inc.
Kelvin Liu, 310-255-2213