Interscope Records and Culture Jam Labs Launch Application Promojam for Fans to Promote Music Inspired by Lionsgate's Documentary 'More Than A Game'

Aug 18, 2009, 07:00 ET from Culture Jam

SANTA MONICA, Calif., Aug. 18 /PRNewswire/ -- With the upcoming theatrical October 2nd release of "More Than A Game" - a new documentary about NBA superstar LeBron James and the Fab Five's rise to fame, Interscope Records in conjunction with Lionsgate, has teamed up with Santa Monica-based startup Culture Jam to create an innovative new online distribution experience.

Culture Jam Labs, the think tank division of Culture Jam, developed a multi-tiered cutting edge version of their marketing application PromoJam to help empower fans to build a groundswell of awareness and anticipation for the film "More Than A Game."

Culture Jam Labs is excited to announce that for the first time ever, PromoJam will now integrate with Facebook Connect as well as Twitter, allowing fans the ability to show their support and enthusiasm for "More Than A Game" by spreading the word virally, simply by one tweet or Facebook post.

With the first tier of the promotion launching on Tuesday, August 18th, fans will have the chance to download and own high-quality versions of the "More Than A Game" music trailer featuring the new song "Stronger" by Mary J. Blige optimized for the Desktop or iPhone, as well as wallpapers to skin their devices.

Additional tiers of the promotion will ramp up in September, igniting further excitement for the film's launch (targeted to release in New York, Los Angeles and Cleveland on October 2nd with an expansion on October 16th) with contests, avatar overlay programs and more.

Fans can access and share the application via


Five talented young basketball players from Akron, Ohio star in this remarkable true-life coming of age story about friendship and loyalty in the face of great adversity. Coached by a charismatic but inexperienced player's father, and led by future NBA superstar LeBron James, the "Fab Five's" improbable nine-year journey leads them from a decrepit inner-city gym to the doorstep of a national high school championship. Along the way, the close-knit team is repeatedly tested -- both on and off the court -- as pressures within, including James' exploding worldwide celebrity, threaten to destroy everything they've set out to achieve together. MORE THAN A GAME, directed by Kristopher Belman, combines a series of unforgettable one-on-one interviews with rare news footage, never-before-seen home videos and personal family photographs to bring this heart-wrenching and wholly American story to life.

Lionsgate and Harvey Mason Media Present in association with Interscope Records A Harvey Mason Media Production in association with Galley Boy Productions and Spring Hill Productions film by Kris Belman. MORE THAN A GAME is written by Kristopher Belman & Brad Hogan and directed by Kristopher Belman. The film features LeBron James, Sian Cotton, Dru Joyce III, Willie McGee, Romeo Travis and Coach Dru Joyce II. MORE THAN A GAME. Lionsgate is planning to release the film in theaters on October 2nd, with an expansion on October 16th.

For more information on the film, please visit

MUSIC INSPIRED BY THE FILM MORE THAN A GAME will be released on Harvey Mason Music/Zone 4/Streamline Media/Interscope Records.


MUSIC INSPIRED BY THE FILM MORE THAN A GAME brings together an A-list line up of stellar artists. Mary J. Blige's "Stronger," available on iTunes, Tuesday August 18th, is a heartfelt richly textured ballad that embodies the emotions that are revealed throughout this amazing film.

MUSIC INSPIRED BY THE FILM MORE THAN A GAME, releasing September 22nd, delivers dynamic iconic songs that reinforce the messages of strength, loyalty and friendship that is exemplified in film. It also boasts the debut single from one of today's most sought after songwriters, Ester Dean (Mary J Blige, Pussycat Dolls, Keri Hilson).


At Culture Jam Labs we are engineering innovative solutions for digital content marketing. We seek to synthesize curiosity, creativity, and content into web applications built on new value propositions for online audiences. Culture Jam Labs has been innovating the market by turning social interactions into a new form of digital curency. Stay tuned for many more exciting updates and initiatives from Culture Jam and Culture Jam Labs:

SOURCE Culture Jam