Activision and DreamWorks have announced what is no doubt great news for them, but bad news for parents’ budgets.
The companies confirmed that Activision will be opening up a dedicated studio facility on the DreamWorks Hollywood campus. The deal boils down in the nutshell to the simultaneous co-creation of DreamWorks’ CG films and Activision games created from those titles.
The move, although not surprising considering the closeness of the two companies in the past and Activision’s exclusive game development deal, illustrates the further branding of instant “franchises” as movies make their debuts.
It used to be parents only had to worry about their kids wanting the action figure, T-shirt or latest McDonald’s Happy Meal toy with every new movie release. Now, it’s clear games will top that list forever more. The trend’s been around for a while, but never quite like this.
This announcement marks an unparalleled step in the convergence between Hollywood and video games," stated Robert Kotick, Chairman and CEO, Activision, Inc. "For the first time, we will be able to align our games' production schedules with the movies' from the pre-production phase onward. This will allow us to fully leverage the movie assets and storylines, in addition to collaborating closely with the talented production teams at DreamWorks to develop storylines that expand the movie experience in new and compelling ways."
Activision Media Release
Last November, Activision and DreamWorks inked a deal giving the gaming company the exclusive rights to all current and future console platforms for the movie company’s upcoming films, including “Kung Fu Panda,” “Rex Havoc, “Shrek the Third” and more.
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