Rockstar Games says it's spending more money than ever from its pre-launch TV budget to push its upcoming Red Dead Redemption, which it calls "our most ambitious game to date and our biggest UK release this year."
Rockstar GM Neil Stephen tells UK trade site MCV that the company is aiming for GTA-level top billing for the Western action franchise, which it hopes to make a "massive triple-A title."
As part of the push, the company will run its very first cinema ad campaign, as the game's "cinematic nature... makes it a perfect fit" for the big screen.
"We will be executing a nationwide ad campaign targeting the audiences of Robin Hood, Iron Man 2 and Prince of Persia," Stephen says.
According to the report, the ads that run alongside the films will receive support from cinema posters that offer consumers the opportunity to download game content via Bluetooth.
"In terms of sales projections, we are aiming high and as such are focusing more attention on retail channels than ever before," Stephen adds.