Cadillac launches "Escalade Power Play," a DVD-ROM game

The 2002 Cadillac Escalade DVD-ROM Computer Game Challenges Players To Conquer A New Dimension

Gripping Hollywood-influenced graphics and intellectually challenging obstacles give gamers an exciting experience

DETROIT - Imagine the world breaking into three distinct pieces and only you - using the power, technology and performance of the 2002 Cadillac Escalade - can restore the earth to its original form.

Gamers, get ready. Cadillac has launched "Escalade Power Play," a DVD-ROM game challenging players to use the Escalade's technological attributes to overcome obstacles and solve mysterious, mind-bending puzzles to ultimately restore order to the world.

"Escalade Power Play" is the first DVD-ROM game created specifically for an automotive marketing campaign - a first for the industry. This DVD-ROM game is an innovative way to reach younger, technology-savvy vehicle buyers through a unique direct-marketing and Internet campaign.

The DVD-ROM game is free, and consumers interested in playing can order it through www.cadillac.com. Nearly 500,000 players around the country will have an opportunity to enter their game scores and compete for three great prizes, a 2002 Cadillac Escalade, MasterCraft boat and Indian motorcycle.

"Game players are in for an experience when they see this innovative new DVD-ROM," said Susan Docherty, Escalade brand manager. "We found out in our research that gaming is popular among our target demographic. We took that data and used the best high-definition graphics and photography Hollywood has to offer to create an interactive experience for potential Escalade buyers."

Hollywood cinematographer Dean Cundey was integral in developing the look of this new DVD-ROM. He has photographed more than sixty feature films, including some of the most popular and largest-grossing films ever made. His credits include "Jurassic Park," "Apollo 13" and the "Back to the Future" trilogy. He was nominated for an Academy Award for his work on "Who Framed Roger Rabbit."

"This is the first time to my knowledge that anyone has combined new techniques and technologies to create a new tool for advertising," said Cundey. "Cadillac is willing to explore the future possibilities of DVDs as a device for the consumer to examine the product in an entertaining way. Maybe this will lead to other kinds of brochures/catalogs that will become extremely useful for consumers."

Cundey and a team of technology wizards from Clarion Marketing and Edgeworx combined live-action photography with computer-generated elements to create this new dimension. A new process was created using motion controlled cameras to capture the best elements of the vehicle, while the team also had to tackle the challenge of placing these images into a computer generated background.

"I particularly enjoy visual effects in feature films and commercials, so I have always looked for interesting projects like the Cadillac Escalade DVD-ROM," said Cundey.

As other entertainment vehicles, such as video games, continue to use more film techniques and high-definition graphics, skills of cinematographers like Cundey are going to be more in demand.

"As a cinematographer, you respond to the new areas of exhibition," said Cundey.