The first marketing partnership between Lovefilm and Rockstar is using on and offline activity to promote the PS3 and Xbox 360 title.
As part of the campaign, Lovefilm has created a microsite for the game, showing its western film influences. It will offer members the exclusive chance to watch John Hillcoat's 2005 film 'The Proposition', starring Guy Pearce and Ray Winstone.
Other media will include branded newsletter sponsorship and rental, homepage and genre takeovers. Online activity will be supported with a run of 300,000 specially branded envelopes, distributed via rental titles in the post directly to Lovefilm members.
Dionne Georgiou, Lovefilm media manager, said: "We're raising the bar for this campaign and opening up the Lovefilm Player to give video game and films fans the chance to watch, for no fee, one of Rockstar Games' favourite Western movies."
From June 11, Lovefilm will allow thousands of existing and new customers to watch selected titles .
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