Partnership For 'Run Like Hell'

by Thomas on Aug. 13, 2002 @ 10:50 a.m. PDT

Interplay Entertainment Corp. a leading publisher of video games, announced today that the company has partnered with Hollywood Records' explosive alternative rock band Breaking Benjamin to promote "Run Like Hell" the much-anticipated survival-horror game coming to the PlayStation2 computer entertainment system this October, and the release of Breaking Benjamin's debut album "Saturate" due to hit stores on August 27th.

The partnership includes a ground-breaking MTV video "Polyamorous" which showcases both the band and scenes from the "Run Like Hell" video game. The video will premiere on MTV2's The Rock Show the week of August 12. The video can be seen online at and

Uncompromising, cathartic, and from the gut, "Saturate" reveals Breaking Benjamin as a band with hard smarts, a keen sense of pop savvy and influences that include Tool, Nirvana and Korn. Their music is a perfect backdrop for "Run Like Hell," a gritty, no-holds-barred action game scheduled to be in retail stores this October for the PlayStation 2.

In addition to "Polyamorous," "Run Like Hell" will feature three songs from Breaking Benjamin's debut album. Other co-marketing activities will include retail initiatives in both music and video game outlets, radio promotions, spot TV and print media buys cumulating in a spectacular launch event. Innovative street teams and "eteams" will assault online popular young adult websites and summer concert venues.

"Our alliance with Hollywood Records and the cutting-edge sound of Breaking Benjamin represents a natural convergence of two powerful forces in young adult entertainment," said Barbara Gleason, Director of Marketing for Interplay. "This type of music speaks directly to our video gamer audience."

"Kids who play intense video games like aggressive music. Kids who like aggressive music like cutting-edge video games. We are targeting the same consumer," said Rob Souriall, VP of Marketing for Hollywood Records. "The partnership we have created with Interplay's RLH and Breaking Benjamin will raise the bar, setting a new standard as to how record labels and gaming publishers work together. In today's ever-challenging record-industry environment, a partnership such as this puts Breaking Benjamin, Interplay and Hollywood Records in front of the pack in terms of strategic marketing."

Visit the Breaking Benjamin and "Run Like Hell" Web sites at and for more information and links.

Interplay Entertainment Corp. is a leading developer, publisher and distributor of interactive entertainment software for both core gamers and the mass market. Interplay currently balances its development efforts by publishing for personal computers as well as current and next generation video game consoles. Interplay releases products through Digital Mayhem, Black Isle Studios, Interplay, its distribution partners and its wholly owned subsidiary Interplay OEM, Inc. More comprehensive information on Interplay and its products is available through its worldwide website at .

Hollywood Records is a part of The Buena Vista Music Group, a division of the Walt Disney Company, which was formed in 1998 by BVMG chairman Bob Cavallo to oversee all of the recorded music and music publishing interests of the Walt Disney Company, including Hollywood Records, Walt Disney Records, Lyric Street Records, Mammoth Records, and Walt Disney Music Publishing.

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