Created by Hoodlum in partnership with Sony, the game is called Day X Exists, and centers around, "stopping an unspecified terrorist threat called Day X. Evelyn Salt appears to be partly responsible, but she secretly contacts players and asks for their help in proving her innocence. As the game unfolds, it becomes clear that the agent is not quite who she claims to be." Sony shelled out big bucks to shoot additional footage for the game, and will capitalize on mobile gamers to get players, "to bug suspects, track enemy operatives and decrypt messages".
So even if you aren't into online gaming, you have to admit that it's nice to know that Sony put a little more effort into the game beyond a few unlock-able trailers and some badly acted cutaway scenes. Sony has been focusing their marketing efforts for the film towards women and keeping their fingers crossed that Day X will appeal to women gamers in the hopes of getting a few extra butts in the seats on July 23rd.
I guess the only problem is that the results still aren't in on whether or not these kinds of games can drive ticket sales. What do you think, is this really the brave new world of movie marketing, or just another big-budget distraction? Sound off in the comments.