Sega: "Golden Compass can be next LOTR"

Sega has compared the family appeal of its upcoming movie adaptation The Golden Compass to that of The Lord Of The Rings.

The publisher is confident that it can use the promotional clout of movie distributor New Line to push the title high up the Christmas chart – and become a success with gamers of all ages.

The title, which is released as seven SKUs on November 30th, takes its cue from one of this winter’s biggest fantasy movie releases. The film has been inspired by the classic Phillip Pullman book – the first in the His Dark Materials trilogy – better known as Northern Lights in the UK.

Lord Of The Rings was a fantastic success which not only delivered for the core book fans but also managed to appeal to a wider cinema going audience,” Sega’s UK marketing manager Grant Gie told MCV.

The great thing about The Golden Compass is that the story can be appreciated by all age groups. New Line is targeting eight to 80 year-olds for their movie advertising – the best possible audience.”

Sega will back up New Line’s marketing push with a three-month online campaign across major social networking sites, a four-week terrestrial and satellite campaign and ‘massive’ exposure in cinemas.