Al King appointment

For Immediate Release:

London, 17th September 2009 – Creative Partnership, one of the UK’s leading film marketing companies and creators of movie trailers, today announced an expansion of its service offering to include videogames.

Creative Partnership works with most of the world’s biggest entertainment companies, and has produced trailers and TV spots for hundreds of blockbuster titles including 28 Days Later, Spiderman 3, Pirates of the Caribbean, Ratatouille, Hot Fuzz, and 24. It has recruited videogames marketing veteran Al King to head up its new videogames industry drive.

The company has been studying output from the videogames industry since the arrival of next gen consoles a few years ago. Al King explains:

“More than ever before, videogames are competing equally with movies for consumers’ attention. With the launch of a blockbuster title, there’s a huge level of anticipation in the target market, regardless of whether the title’s a movie or a videogame. The trailers for both products need to do exactly the same thing: deliver an aspirational, compelling and emotional narrative that satisfies that anticipation whilst simultaneously creating more.

“Unfortunately, some game trailers, like some movie trailers, fail to do this. There is a very unique skill set required to summarise, sell and entertain within a 90 second window. We believe that over our 30 year history we’ve sharpened those skills and can now bring a fresh perspective to videogames publishers who are looking for a different, high-end approach to trailer making.”

Nic Ost of Creative Partnership, speaking anecdotally, said: “The Call of Duty 4 and Grand Theft Auto IV trailers have caught the eye of the movie industry, and from our perspective are achievable benchmarks for the entire videogames industry.“

Kieran Breen, SVP International Marketing, 20th Century Fox, added: "Creative Partnership rock! And their trailer-making skills are damn fine too."

To view Creative Partnership’s showreel, click here www.thecreativepartnership.co.uk/gamestrailer/

For more information about Creative Partnership or to discuss your project, please contact Al King on +44 (0) 7747 487270.

About Creative Partnership

The Creative Partnership is a multi-disciplined agency specialising in all aspects of entertainment marketing. Established in 1979, they have over thirty years of experience in the field and have produced many award-winning and distinctive campaigns. They are privately owned and the partners are actively involved in the business.

Based in London and LA with a staff of 60, the company has extensive facilities that enable them to create and develop projects entirely in house. Their campaigns have been used internationally. For more information please visit www.creativepartnership.co.uk.

©2009 Creative Partnership. Creative Partnership is the trading name of Sternpoint Ltd, registered in the UK.