Film and video distributor Medusa Communications & Marketing is backing the launch with a direct and digital marketing campaign and a promotional tour by one of the stars of the movie, Maggie Q, who has racked up appearances in 'Gen-Y-Cops', 'Rush Hour 2' and Jackie Chan's forthcoming 'Around The World In 80 Days'.
The website and initial first competition launches on August 29, with the second viral to be launched closer to the DVD release date, which is slated for September 29 2003.
The DVD pack, released as a two-disc Platinum Special Collector's Edition DVD by , gives UK viewers a chance to acquaint themselves with one of the rare Hong Kong films to be shot in English.
The film is part of a growing sub-genre of martial arts and bullet movies that feature kick-ass female leads. The launch of the DVD comes just ahead of Quentin Tarantino's forthcoming two-part movie 'Kill Bill', which features Uma Thurman as a martial arts assassin.
The story of 'Naked Weapon' focuses on the evil Madame M, who abducts young girls and trains them to be assassins. After several years of training, only three survive to become the world's most sought after professional killers.
The microsite will be the main vehicle to market the release. The campaign is set to run for three months, with the first competition to close on the release date and the second competition running until the end of the campaign in October 2003.
Debbie Rowland, marketing manager at Medusa Communications & Marketing, said: "The new 'Naked Weapon' microsite will the perfect medium to push the competitions and viral activity that will tie into offline advertising and promotions in film and men's lifestyle magazines, national and local radio, tabloid and national newspapers."
The project took five weeks from planning to inception, with the website and virals targeted at action-movie fans and gamers aged 18-35 and special activity catering for women aged 18-24.
This launch is something of a departure for Medusa, which also created the direct marketing activity in-house, and is the first time it has used a game for a movie launch.
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