Microsoft and Lionhead will announce a revision of 2005 Lionhead’s The
Movies for Natal and the avatars, with Xbox Live compatibility.
>> Staging Xbox 360 avatars instead of the original models from 2005
Lionhead’s The Movies,
>> Ability to start shooting via the vocal command « Action ! », thanks
to the Project Natal,
>> Management of the studio is mainly handled via a solid controller,
>> Shooting and post-production processes are mainly handled via the
Project Natal,
>> The clothes purchased by users through Xbox Live Market Place for
their avatar can be freely used as costumes (Halo, Dead Space T-shirt,
etc..) into the game with no dispute on the copyrights,
>> The cars purchased or customized, bound to the user’s Xbox Live
racing game Joy Ride account, can be used,
>> Access to movie upload is only granted to Xbox Live Gold subscribers
(hence the need to promote a solo game with studio management),
>> Movies can be shared beyond the Xbox Live Gold section (ex : Zune HD,
Xbox Live Silver subscribers, Live Anywhere, etc.),
>> Downloadable Content primarily focuses on new props to decorate the
sets, new sets/FX, after user’s votes,
>> Real trademarks from various companies can appear on billboards
during the game,
>> The cast for each movie can be done among the avatars of Xbox Live
user’s friends,
>> Setting an event like the Xbox Live Oscar / Golden Globes ceremony
with a meeting of subscribers and awards, inspired by 1 versus 100.
The benefits for Microsoft to bring the Movies on Xbox Live are :
>> To provide Downloadable Content on a regular basis with no negative
impact on the image of the product (as it’s only decoration that does
not interfere with the meaning of the movie),
>> To drag people, via the popular phenomenon of User Generated
Content, into the Xbox Live Gold section,
>> To ensure non-stop advertisement of strong Xbox licenses (one can
imagine that many Halo or Gears of War movies created by users will
pop up and be shared through many networks),
>> To demonstrate the simplified use via Natal,
>> To capitalize on the success of avatars,
>> To get contracts with various companies (the in game billboard concept),
>> To strengthen the commitment of the user to his gamertag thus to the
Xbox (or Live Anywhere) brand.
However the difficulties for the studio Lionhead are currently as follows :
>> Most of the ressources (production & post-production) are focused on
Milo & Kate and Fable III until mid-2010,
>> Need to re-work on scales as the avatars are slightly deformed characters,
>> Collaboration with the studio Rare (avatars, of course, but Lionhead
really needs to simplify the studio management part and make it
playable via a joystick ; the experience of Viva Pinata could serve
them well),
>> Possible need for an artistic overhaul,
>> Adapt command to the Project Natal,
>> Hard drive required for the user,
>> Unexpected marketing decisions from Microsoft.
The commercial failure of 2005 Lionhead’s The Movies can be attributed
to the fact that it was necessary to first be interested in the video
game and then in this particular game named The Movies, then visit the
Lionhead site, to simply be aware of the possibilities the tool
Creation offered (very high entry cost for a brand new user ; success
based on an ex post community).
Now that a Lionhead’s The Movies project can arise as part of the
means of expression of an already established community like the Xbox
Live (or Live Anywhere) community, should guarantee it a profound
success until long-term (very low entry cost for a brand new user ;
success based on an ex anté community).
