A pinch of Salt: Sony plays games to promote film

Los Angeles – To publicise its next film, Sony Pictures is engaging the audience in a nine-week ‘episodic online game’.

Day X Exists is an interactive game for the thriller film Salt, directed by Phillip Noyce and starring Angelina Jolie. Sponsored by Yahoo! Movies and Australian entertainment company Hoodlum, the game lets players become involved in bugging suspects, tracking enemy operatives and decrypting messages.

The tagline for the campaign is ‘Who is Salt?’ As the episodes go on before premiering on 23 July, players will find the answer, says Sony. As gaming becomes more social on sites like Facebook, brands such as Sony are on the right path to capture these always-on consumers.