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Lionsgate Films sought to build awareness and drive opening weekend ticket sales for the release of its action thriller, "Punisher: War Zone," among the young, male gaming audience aged 18- 34. They wanted to reach this elusive male demographic in a unique and relevant way. Lionsgate Films turned to the power of gaming where it could message to an engaged audience while providing high definition, immersive content. Collaborating with Xbox LIVE, they designed a campaign that leveraged the film's action thriller content through rich-media ads, branded themes, gamer pics and videos.
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