Sony Pictures highlights marketing importance of Gameloft's freemium Men in Black 3 title
Coming to iOS and Android
The fact that Gameloft has gained the mobile games licence for Sony Picture's Men in Black 3 is hardly headline news.
Gameloft has done plenty of movie licences over the years.
What's more significant, however, is the context placed on the game, which will be a free-to-play title.
Part of the plan"Sony is thrilled to be collaborating with Gameloft on the creation of the new Men in Black 3 game.
"Together, we have developed a game which will bring many hours of interactivity by giving fans keys to the expansive universe of Men in Black," said Mark Caplan, Sony Pictures Consumer Products' veep.
He added, "The mobile game is an important part of our marketing for the film".
It's a statement that highlights the growing realisation concerning the relatively cheap viral power of mobile apps and games to drive eyeballs, as well as purchasing decisions.
The game, which will be released for iOS, Android and feature phones, will be out around the same as the film in late May.
