UNITED KINGDOM: Ahead of release, videogame Grand Theft Auto IV tipped to make biggest debut ever for entertainment product

Record ID: 784350

  • Title: UNITED KINGDOM: Ahead of release, videogame Grand Theft Auto IV tipped to make biggest debut ever for entertainment product
  • Date: 1st May 2008
  • Summary: (SOUNDBITE) (English) HEAD OF HMV PRESS AND PR (UK AND IRELAND) GENNARO CASTALDO, SAYING "Well we'd love to have midnight openings, we normally do for sort of, big games events cos people tend to come along to it. But you've got to have lots of additional stock to be able to do that cos there's no point encouraging people to come along in their hundreds and then find that you can't necessarily sell the product. We've had such a huge demand for this title, especially pre-orders online and via our stores, that we have to respond to that demand first." PRE-ORDER SIGN FOR GAME FRONT OF GAME STORE
  • Embargoed: 16th May 2008 13:00
  • Keywords:
  • Location: United Kingdom
  • Country: United Kingdom
  • Reuters ID: LVA9JBABL7OUBJMQIOI3H9JYNBE6
  • Story Text: It's looking a lot like a blockbuster. Variety magazine suggests Grand Theft Auto IV may well have the biggest debut ever for an entertainment product. And yes, it is a video game. Officially, at least.
    A long way from Pong with its high definition graphics and immersive storylines, some say this is essentially an interactive film. Whatever you call it, the Grand Theft Auto franchise has a devoted following who are eager to get their hands on the new title.
    32 year old film editor Mat Newman says he'll be buying it on the first day.

    "I'm more interested in this than I am in any film this year, definitely. As an entertainment event it's definitely number one this year," he told Reuters.
    At HMV's flagship store in London, the stage is set for a busy launch day - but the store will not opening its doors at midnight on Monday.

    "Well we'd love to have a midnight opening. We normally do for big game events but you have to have lots of additional stock to be able to do that because there's no point encouraging people to come along in their hundreds and find that you can't necessarily sell them product. We've had such a huge demand for this title, especially through pre-orders that we have to respond to that demand first," said Gennaro Castaldo, Head of public relations, HMV UK & Ireland.
    As for suggestions that Grand Theft Auto IV signals a new paradigm in entertainment where video games are so intricate that they're better described as interactive films, Newman says he'll wait and see.

    "I think the game is funny," he said. "And I like it's humour and it's one of the few games that's like having a conversation with a friend. And it is like going back to an old friend."
    It's already seen as a given that Grand Theft Auto IV will be the biggest video game release of the year. And with sales of up to 400 million dollars predicted for just the first week of its release, the question now is whether an interactive story of a virtual carjacker and drug dealer named Niko can surpass box office champ Pirates of the Caribbean - At World's End when it comes to blockbuster openings.
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