Social Gaming Brings Theatrical Film BROTHERHOOD to Life

LOS ANGELES, Feb. 18, 2011 /PRNewswire/ -- Last year's SXSW Audience Award Winner BROTHERHOOD is opening in theaters and nationwide on VOD this month. In addition to traditional marketing efforts promoting the film, the producers of the film partnered with award winning creative agency Bradley and Montgomery (BaM) to create a unique experience for fans of the film. Audiences in Los Angeles and Dallas can now rush Sigma Zeta Chi, the fictional fraternity from the film, by participating in a location-based social game inspired by the movie. The game is available through social gaming platform SCVNGR – a free app available on iPhones and Android Phones.

The Brotherhood SCVNGR game consists of fraternity rush-related activities around the campuses of UCLA, USC and SMU. Contestants earn points by performing stunts ranging from finding QR Tags with the Sigma Zeta Chi logo that have been scattered around all three campuses to snapping pictures of meat sticks in a convenience store. The Top 10 scores will win a limited edition fraternity paddle signed by the movie's director and cast.

Will Canon, Director and Co-writer of Brotherhood, is excited that technology can bring his movie to life. "Technology levels the playing field. A few years ago, only big budget blockbusters could afford to create immersive experiences for audiences. Now we can create fun, unique ways for audiences to engage. As a filmmaker, this is an exciting development."

BaM's Chief Strategy Officer Ben Carlson says, "Imagine if more movies expand their stories beyond theaters and into the real world. The storytelling doesn't have to begin and end at the theater. Technology – like geo-located social gaming – can extend the reach of movie marketing and deepen the experience for fans."

The Brotherhood SCVNGR Trek promotion runs through February 28th. The Trek will still be available after that time, but the contest portion will end at the end of the month.

ABOUT BROTHERHOOD:

College freshman Adam Buckley sits blindfolded in the back of a van outside of a convenience store as the final step of his initiation into the Sigma Zeta Chi fraternity. Minutes later he finds himself dealing with the fact that a fellow-pledge just got shot while doing it. Frank, the senior fraternity brother in charge of the night's events, is able to get the injured pledge out of the store alive, but the fraternity's troubles are just beginning. Thinking they can get out of the situation without taking the pledge to a hospital, Frank decides the group will handle things themselves. But when every move is met with disaster, Adam must find it within himself to go against Frank and his new brothers in order to save his friend's life.

ABOUT BRADLEY AND MONTGOMERY:

Bradley and Montgomery (BaM) works with some of the world's biggest brands, including Microsoft, Sony, VH1, MTV and JPMorgan Chase, on creative projects and campaigns with impact. BaM has been recognized at The Webby Awards, The One Show, named Best in Show at the 2006 Creative Media Awards and won Best Standalone Online Video at the 2009 OMMA Awards. Its campaigns have been profiled in AdAge, The Wall Street Journal, The New York Times, the Los Angeles Times and Fast Company. For more information on BaM, visit www.bamideas.com.

SOURCE Bradley and Montgomery