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Wednesday, May 15, 2013
Microsoft To Promote New 'Star Trek Into Darkness' Film


A new Star Trek app for Windows 8 and Windows Phone kicked off a cross-company partnership to promote "Star Trek Into Darkness," the new film from Paramount Pictures.

Microsoft and Paramount will materialize the new Star Trek movie-themed content across Microsoft's consumer products and services leading up the May 16 release of the new movie.

Virtually every Microsoft consumer brand ? Windows, Windows Phone, Xbox, Xbox LIVE, MSN, Bing and Microsoft Stores is coming together to help celebrate the release of the film, says Jen Buckmaster, senior marketing manager at Microsoft?s Lifestyle Marketing Group.

The partnership officially jumped into warp drive earlier this month with the release of a Star Trek app for Windows Phone and Windows 8. The app will enable fans to purchase tickets via Fandango for the movie?s advance screening in IMAX on May 15, one day before the official theatrical release. Fans can also get news about the film, perform missions as a member of Starfleet Academy, enter sweepstakes and watch exclusive behind-the-scenes videos.

Star Trek will continue to materialize across Microsoft?s products in the days leading up to the film?s debut. Microsoft today added Klingon to the list of supported languages on the Bing Translator. Paramount connected Bing's developers with CBS (long-term stewards of all-things Star Trek), and in turn, the professor who created the fictional Klingon language. They worked to feed enough Klingon root words into the program to be able to translate just about any phrase. Plus, Bing will have a special homage to the Star Trek franchise on its home page to celebrate the new film, along with a few surprises up its sleeve if you enter the right phrase into the search engine.

Xbox SmartGlass will also provide a second screen experience that gives people access to behind-the-scenes footage from the 2009 film when they watch the movie on Xbox Video on their Xbox 360. It will also provide "Star Trek Into Darkness" exclusive trailers, videos and special promotional offers.

"Star Trek: The Video Game" is available for Xbox 360 and Windows PCs now.

The experience also extends beyond the screen. Actors from the new film will beam into Microsoft Store locations in Toronto, San Francisco, Seattle and Los Angeles leading up to the premiere, handing out tickets to advance screenings.


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