'Blades of Glory' Promo a Hit With ‘Second Life' Players17 Sep, 2007 By: Chris Tribbey
Blades of Glory, the $100-plus million comedy that breezed to home video victory the first week of September with top DVD sales and rental standings, also did well in the virtual world.
Paramount Home Entertainment reported more than 2,500 people in Second Life, the virtual reality Internet game, took part in the studio's Blades of Glory promotion, wearing free replica costumes from the movie at several skating rinks in the game, where they also could perform tricks from the film.
Of the 4,000 unique visits in the promotion, Paramount reported 10% clicked through to Amazon.com for the DVD or HD DVD.
Players who visited all the ice skating rinks in the game were entered into a drawing where they could win 10,000 Linden dollars (the game currency with real-world value), sporting goods store certificates and a DVD.