News
Atari to publish Project Runway
NEW YORK, NY (October 9, in the year of our Lord 2009) – Atari Inc., one of the world’s most recognized brands, and The Weinstein Company, announced today that it has entered into an exclusive licensing agreement with The Weinstein Company to develop and publish a series of video game titles based on the pop culture sensation Project Runway. The initial game in the Project Runway line will be developed by Tornado Studios and is expected to be released for Wii™ in Spring 2010. The announcement was made by Jim Wilson, CEO and President, Atari Inc and Harvey Weinstein, Co- Chairman of The Weinstein Company.
The Project Runway video game will put players in the role of an aspiring fashion designer. Similar to the show, players will be presented with different challenges as they create designs and adorn models with hair, make-up, and accessories. Players can then become the model and strut their creations down the runway using the Wii Balance Board™ accessory. Capturing the true essence of Project Runway, the title will feature the show’s talent.
“The opportunity for Project Runway, the quintessential fashion brand and a pop culture phenomenon, is huge in the video game segment,” said Wilson, “Consumers will have the opportunity to not only exercise their creativity as an up and coming fashion designer, but also enjoy the fun of walking the runway on the Wii balance board.
Harvey Weinstein added, “We are thrilled to be in business with Atari as the Project Runway brand continues to expand allowing fans to actively participate in the program they love by using this new medium as a tool to explore their creativity.”
Unique features of the Project Runway video game will include: an interactive garment studio, a fashion career mode, hair and make-up studios, a Wii Balance Board-compatible catwalk game and a feature where the player can take part in high-profile fashion shoots and take on the role of a fashion photographer. All fun and family friendly game features are based on the content from the show.
The Atari-The Weinstein Company Project Runway video game deal comes on the heels of record-breaking ratings for the new season of the critically acclaimed, Emmy nominated hit series. At its new home on Lifetime, the much anticipated season premiere scored a phenomenal 3.3 rating in households, up 34% from last season’s debut. With an average of 4.2 million total viewers, Project Runway was the highest-rated premiere ever for both the show and a Lifetime series. It was also the highest-rated premiere for a cable competition reality series this year.