Eidos (NASDAQ:EIDSY)
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Eidos Locks April 20 Ship Date for Hitman: Contracts in North
America
Sequel to Worldwide Multi-Million Unit Seller Hitman 2: Silent Assassin 'Goes
Gold' for PlayStation(R)2 Computer Entertainment System, Xbox(R) Video Game
System and PC
SAN FRANCISCO, April 13 /PRNewswire-FirstCall/ -- Eidos , one of the world's
leading publishers and developers of entertainment software, today announced
that its highly-anticipated, action-stealth game Hitman: Contracts, developed by
IO Interactive, has gone gold for the PlayStation(R)2 computer entertainment
system, the Xbox(R) video game system from Microsoft and the PC and will be
available at retail beginning April 21, 2004 in North America. The release of
Hitman: Contracts will be supported by a massive multi-million dollar marketing
campaign -- one of the largest to-date by Eidos North America.
"As the follow-up to the multi-million unit selling Hitman 2: Silent Assassin,
Hitman: Contracts is one of this year's 'must-have' titles for gamers. Eidos
will unleash an exciting marketing campaign with tremendous reach and frequency
to back the next installment," said Paul Baldwin, Vice President of Marketing
for Eidos Inc.
Hitman: Contracts will be backed by an in-depth marketing campaign encompassing
television, radio, print, online, channel and public relations activities. The
multi-million dollar "make the hit" television campaign features four different
15 and 30-second spots, which will run for a total of six weeks beginning two
weeks prior to the game's in-store date. The radio campaign will run nationwide
for two months on the Howard Stern Show, and it will feature live reads and
sponsorship in the second annual "Mrs. Butterface" contest during the week of
May 10, 2004. Hitman: Contracts' print effort includes ads slated to run in
lifestyle publications such as FHM, Blender, Penthouse and Stuff magazines.
Eidos will also achieve significant reach via major advertising for the game in
all the gaming magazines.
Additionally, Eidos will charge a focused online campaign, part of which
includes releasing the Hitman: Contracts television spot via Interscope Records
and the 50 Cent and Eminem DeskSite units. DeskSite is a highly- targeted,
customizable, opt-in software program that automatically delivers full-screen,
broadcast-quality video entertainment directly to the consumer's PC desktop.
On the channel front, major retail promotions will flank high-impact frontline
real estate at prominent retail venues such as Best Buy, EB Games, GameStop,
Toys 'R' Us, Blockbuster, Hollywood Video and more. Eidos will back the Hitman:
Contracts launch with pre-order incentives, employee sales programs, and
top-tier in-store merchandising and national ad support. In addition, the title
will be promoted via mainstream consumer and gaming focused comprehensive public
relations campaigns.
Hitman: Contracts is the follow-up to Hitman 2: Silent Assassin, which to- date
has sold more than three million copies since its release in November 2002. The
game explores the dark psychology of killing for a living as the player takes on
the role of the world's deadliest assassin, Agent 47. Hitman: Contracts promises
to be the most disturbing and action-packed episode of the series. Hitman:
Contracts is in development by IO Interactive, the Danish- based studio recently
acquired by Eidos. Hitman: Contracts will ship throughout Europe beginning April
30.
About Eidos
Eidos plc is one of the world's leading publishers and developers of
entertainment software with a diverse mix of titles for the PC, PlayStation(R)2
computer entertainment system, Nintendo GameCube(TM) and the Xbox(TM) video game
system from Microsoft. For more information on Eidos and its products visit
http://www.eidos.com/
About Xbox
Xbox (http://www.xbox.com/) is the video game system from Microsoft that brings
people together for the most exhilarating game and entertainment experiences.
Xbox delivers an expansive collection of breakthrough games, powerful hardware
and the unified Xbox Live online service. The new tagline, "it's good to play
together," captures the spirit of Xbox as the social hub of the new digital
entertainment lifestyle. Xbox is now available in North America, Asia, Europe
and Australia.
*"PlayStation" and the "PS" Family logo are registered trademarks of Sony
Computer Entertainment Inc.
**Xbox is a registered trademark of Microsoft Corporation in the United States
and/or other countries.
DATASOURCE: Eidos
CONTACT: Michelle Seebach Curran, Kjell Vistad, Denny Chiu or Loretta
Stevens, all of Eidos Public Relations, North America, +1-415-547-1200 or
Web site: http://www.eidos.com/