Sony Computer Entertainment UK is spending £5 million on its marketing push for PlayStation 3 exclusive Uncharted 3 - a figure which the platform holder claims makes the game its biggest software launch ever.
The campaign includes a short documentary produced by Oscar-winning director Ed Zwick, as well as TV ads, online videos, homepage takeovers and outdoor posters.
"This will be the biggest launch in SCE UK's history, both in terms of ambition, numbers and spend and will be supported by a marketing budget of around £5 million," SCE UK senior product manager Ian Vinten told MCV. "To really reach that mass audience at launch we will be running a large outdoor campaign with a number of different premium formats including high quality 48-sheets as well as builds across the country."
Uncharted 3 launches in the UK on November 2, exclusively on PlayStation 3.