U.K.-based Lionhead Studios has created a software tool called ‘The Movies’ that lets gamers create computer-generated movies around their favourite video game characters for uploading to the Net. Marketers are tagging the movies, called machinima, as yet another medium for their message, with the most intrepid brands placing ads within them. Heavy.com boasts a machinima called Pimp my Weapon, which uses images from Sony game, God of War. Advertisers jumping on-board? Sony, of course, touting other game titles Socom 3 and Gun. Lionhead’s ‘The Movies’ allows the user to play Hollywood exec, managing all aspects of their shoot, from costume design to sets, with the wrap being uploaded to a Lionhead community site. Machinimas can also be sent to friends or posted online.
