UK Film Council’s Digital Innovation Award funds Personal Investigation game produced by Blue Barracuda

London 27th July, 2010… Momentum Pictures is launching a digital game to promote new film, ‘The Girl Who Played With Fire’. In cinemas on 27th August, the hotly-anticipated film, based on the worldwide best-selling book by Stieg Larsson, follows the next steps for Lisbeth Salander, the personal investigator heroine from ‘The Girl With The Dragon Tattoo’, out on DVD and Blu-Ray this week. A digital marketing campaign will promote the film using a Facebook-connected game and a takeover on to create awareness, buzz and engagement around the thriller, five weeks before its release.

Independent digital agency Blue Barracuda has created the campaign including the ‘Play With Fire’ game, designed to take people into the world of Lisbeth Salander through an innovative adaption of the Facebook developer platform. This fast-paced personal investigator game tests how much people really know about their Facebook friends, with the results posted to their Facebook walls and the chance to win several quick-win prizes including a meal with Larsson’s biographer, private screenings of the film, and a trip to Sweden.

The game will be housed on the UK Film Council’s search site for films, <; , and will be supported by takeovers on the site and emails to their database as well as viral marketing targeted at gamers, social networkers especially women, fans of The Girl with the Dragon Tattoo film, the books and film fans. Blue Barracuda used a dark colour palette to emphasise the drama of the story and illuminated fire and smoke imagery with a look and feel that reflects the film’s artwork.

The game has been created with the help of the UK Film Council’s Digital Innovation Award and is the first film content partnership for FindAnyFilm. The Innovation Award also included the first exclusive mobile trailer launch on

Susie Bayes, Marketing Manager at Momentum Pictures explains, “We asked Blue Barracuda to create a game which could engage, maintain and increase the online fans of ‘The Girl Who Played with Fire’ by providing an immersive film experience. The result is a fast and addictive game which can excite existing fans regularly whilst broadening the message by communicating with players’ Facebook friends. Blue Barracuda’s work will help build excitement virally whilst the partnership with FindAnyFilm further broadens our reach and provides an immediate link to ticket sales. It’s the perfect evolution of our digital campaign for The Girl trilogy, for which Facebook activity is the absolute core.”

Martin Talks, CEO of Blue Barracuda, adds, “We have produced a game featuring dramatic, sexy animations mirroring the film collateral and its hero. The Facebook open graph API means players are tested on how well they would know their Facebook friends. It’s the integration of social networking with the messages of the film, and take a more innovative approach than traditional film promotion.”
Pete Buckingham, the UK Film Council’s Head of Distribution and Exhibition, said: “The UK Film Council's Digital Innovation in Distribution strand was developed to encourage new ways of thinking, to help distributors find unique ways to grab the attention of film lovers, and the plans for ‘The Girl Who Played With Fire’ are a great example of how this is being achieved. It’s clear from the many innovative projects we’ve awarded Lottery funding to, that rights holders are keen to find new ways of connecting with filmgoers using the internet, tapping into the appetite for cinema in the UK and helping audiences discover films they otherwise might not have seen.”
Katy Cox, General Manager of adds, ‘Blue Barracuda has created an addictive game that reflects the style of the film and adds to the visitor experience on our site. The Facebook activity, email and viral marketing will ensure players keep returning to the site to try beat their friends and win the exclusive prizes.’
Directed by Daniel Alfredson, ‘The Girl Who Played with Fire’, starring Noomi Rapace as Lisbeth Salander and Michael Nykvist is released in the UK on 27th August, 2010. Based on the second book in Stieg Larsson’s Trilogy, Lisbeth Salander returns to Sweden where she is framed for murder, causing her to go on the run while journalist Mikael Blomkvist works to clear her name.

Momentum Pictures, an Alliance Films company received a digital innovation grant from the UK Film Council to fund this project. Other marketing activity for the film includes TV, print, online and outdoor advertising, an iphone app and PR activity.
About Momentum Pictures
Momentum Pictures is a subsidiary of Alliance Films, a leading distributor of motion pictures in Canada, United Kingdom and Spain. The Company distributes filmed entertainment to theatres, on DVD, online and to television broadcasters.

For more information on THE GIRL WHO PLAYED WITH FIRE or THE GIRL WITH THE DRAGON TATTOO contact Mark Jones, Senior Publicity Manager, Momentum Pictures <> , 0207 534 0400.

Images from the films are available from <; and more information can be found at <; and at <; .

About is one of the UK's leading websites for film fans looking to watch, buy, download or rent great films.
The site is supported and funded by the UK Film Council <; and advertising revenue making this unique service free of charge for users, so they can find any film across a number of different formats - cinema, TV, DVD, downloads, Blu-ray… aims to give the best possible movie experience, promoting every type of film that's available for viewing in the UK. The site works with the UK Film Council, the Industry Trust, and exhibitors, distributors and retailers, to promote legally available films - making high-quality, legal viewing a top priority.

The site is also committed to becoming the UK's most comprehensive film-watching search engine, with an ever-increasing number of titles and a wide choice of reputable retailers.

About The UK Film Council ( <; )
The UK Film Council is the Government-backed lead agency for film in the UK and our aim is to ensure that audiences at home and abroad can enjoy great British films. We do this by supporting the UK film industry, celebrating our film culture, and nurturing our film talent.
We fund film development and production, short filmmaking, distribution, film education, festivals, skills development, and digital innovation initiatives for film. Our work also encourages inward investment into the UK film production sector, the export of British films to international markets and fosters UK co-production with international partners. We fund and support the British Film Institute, the UK’s National and Regional Screen Agencies and the MEDIA Desk UK. Our work also extends to research, statistics and market intelligence to support the development of the UK film sector and combating film theft. The Certification Unit for qualifying British films is also part of the UK Film Council.

About Blue Barracuda
Independent digital agency Blue Barracuda is committed to Living Digital, matching communication tools and technology with real, timeless human needs and business objectives. The agency does this by taking a strategic approach backed up by a full service online marketing offering ranging from brand creation and launch, conception and production of online creative, including video and audio, online marketing, email, social media and site design and build. <; <;

Joanna Burton
PR Director
Blue Barracuda
020 7400 0950

Published on: 1:08PM on 27th July 2010