Nintendo sponsors Sci Fi shows for new game launch

LONDON – Nintendo is sponsoring a month of programmes and a movie-themed weekend on the Sci Fi Channel to promote its new game Resident Evil 4.

The programme sponsorship kicks off on February 28 and runs from Monday to Sunday from 6pm to 8pm for a month.

The movie sponsorship runs through Sci Fi's horror themed 'Teen Scream' weekend from March 18 to March 20.

Nintendo is providing on-air activity and a specially themed microsite as part of the deal developed by Sci Fi brand solutions and Starcom.

As part of the deal, Sci Fi is supporting a Nintendo film tour to support the new game called the Evil Evolves tour. It runs across three UK Cities - Leicester, Leeds and London and involves Nintendo taking over famous art house cinemas to screen old horror classics like 'The Exorcist', 'Alien' and 'The Wickerman'.

Michael Holt, brand solutions manager, Sci Fi, said: "This forthcoming Resident Evil initiative offers up a taste of Sci-Fi's promotional capabilities and we're thrilled to have a first time partner, Nintendo on board to demonstrate these to full effect."

Robert Lowe, UK product manager, added: "We were attracted to Sci Fi because it has a winning combination of audience and creativity."

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