Skip to main content

Mafia II

Marketing activities afoot at LOVEFiLM.

LOVEFiLM, Europe’s largest subscription service streaming movies and TV episodes over the Internet and sending DVDs by post, has brought in the heavies for its latest campaign with video game publisher 2K Games as they team up in a multi-platform marketing drive to launch the hotly anticipated release of new action adventure game Mafia ® II which follows the success of its predecessor, Mafia ® .

The partnership between LOVEFiLM and 2K Games involves multi-channel activity to promote the PS3 ® , Xbox 360 ® and PC title released on the 27th August, including online activity, as well as direct marketing initiatives.

The digital activity centrepiece is a bespoke micro site containing game content, screenshots, trailers and a unique ‘Mob Room’ where gaming and film fans can vote for their favourite mobster movie of all time. The micro site also gives visitors the chance to purchase the game.

Further online activity includes rental, homepage and genre takeovers which sees the LOVEFiLM website transformed with the use of the game’s cinematic imagery and character artwork.

Online activity is being supported with a run of 200,000 specially branded envelopes, distributed via rental titles in the post directly to LOVEFiLM members.

Dionne Georgiou, Media Manager for LOVEFiLM commented: “We’re excited to be working with 2K Games for the promotion of such an epic and cinematic gaming title. Mafia II has a plot, storyline and characters to rival any large-scale cinema release, and we’re happy to offer a campaign that will appeal not just to gamers, but those who love their mobster films and Mafia TV shows.”

- Ends -

For further information please contact the press office at Mischief on 0207 100 9999 or

Notes to Editors


In a little over 6 years, LOVEFiLM has become a leading European film subscription service, combining the benefits of DVD rental by post and, more recently, watching movies online via the LOVEFiLM Player (on the PC or streamed to the TV). Customers can therefore choose how they want to watch from a selection of over 67,000 titles, including HD/Blu-ray DVDs, video games and digital streaming. LOVEFiLM has over 1.4 million members and operates in the UK, Sweden, Norway, Denmark and Germany LOVEFiLM weekly newsletters reach over one million members LOVEFiLM was a pioneer in digital film delivery in the UK and has recently launched the LOVEFiLM Player with thousands of digital titles available for members to watch on their TV or PC. The LOVEFiLM Player is available to all users of LOVEFiLM. For those on an Unlimited package the service comes at no extra cost. Premium titles are available to everyone on a pay-per-view basis, and a number of titles are available to all site visitors for free with advertising support The LOVEFiLM Player is becoming available through a range of internet-enabled devices - including Sony and Samsung - taking LOVEFiLM directly into members’ living rooms through their TV sets LOVEFiLM customers have generated 80 million ratings, 843,000 member reviews and generate around 2 million trailer views per month – information which helps LOVEFiLM to promote the most relevant titles for customers to choose from LOVEFiLM also sells DVDs, Blu-ray and video games through the LOVEFiLM shop LOVEFiLM is Hitwise’s 2009 Number 1 website based on market share of visits among all UK websites in the Entertainment - Movies industry (ranked 4th in the Shopping and Classifieds - Video and Games industry) LOVEFiLM offers a range of rental options in each market with free postage and no late fees. In the UK these include £3.99 a month allowing members to have one DVD at a time (limit of two per month), £5.99 a month for one DVD at a time (limit of three per month), £7.99 for two DVDs at a time (limit of four per month), £9.99 a month for one DVD out at a time (Unlimited), £12.99 for two at a time (Unlimited) and £15.99 gives the option for three DVDs at a time (Unlimited). Members on an Unlimited package have access to the LOVEFiLM Player at no extra cost LOVEFiLM also offers a range of video games rental options in the UK market to support gaming across XBox 360, Xbox, PS3, PS2, Wii and DS. These include £9.99 a month for two discs at a time (limit of three per month), £14.99 a month for two discs (Unlimited) and £18.99 for three discs at a time (Unlimited), all with free postage and no late fees LOVEFiLM UK awards include: British Video Association's award for the UK's Best Rental Service in 2005, 2006, 2007 and 2008, won the fast-growing media company Media Momentum award in 2005, 2007 and 2008, UK technology – Innovation & Growth award for Mediatech Impact of the Year 2008, Home Entertainment Week awards for Rentailer of the Year 2007 and 2008, the 2008 Fast Growth Business Award for Retail/Leisure business of the Year, awarded 9th place in The Sunday Times top 100 fastest growing private technology companies 2009 (2nd in 2008, 5th in 2007), awarded 3rd place in The Sunday Times top 100 private equity-backed companies with the fastest-growing profits in 2010, a finalist in the National Customer Service Awards 2008, finalist in the Retail Week awards 2009, awarded 5th place in the Deloitte Fast 50 UK 2009, awarded 22nd place in the Deloitte Fast 500 EMEA fastest growing public and private technology companies and named Company Of The Year at the Growing Business Awards 2009 The group currently works with major partners in the UK including Tesco, easy Group, CD Wow, Guardian News Media, Odeon and Vue Cinemas, some of whom offer a fully white-labeled online DVD rental service

Read this next avatar GamesIndustry International is the world's leading games industry website, incorporating and