Sony Branded Entertainment Series "Pimp My Weapon"

Heavy.com, the world's leading broadband network with more than 5 million unique viewers monthly, today announced that "Pimp My Weapon," a branded entertainment series that Heavy created in conjunction with Sony, has streamed more than 5.5 million episodes, resulting in 45 million consumer impressions.

Conceived and produced by Heavy.com to promote Sony's hit videogame title, God of War, Pimp My Weapon (PMW) is available exclusively at Heavy.com for both streams and PSP-casts. Heavy was first to market with downloadable video entertainment including PMW for Sony's hit multi-media player, the Sony PlayStation Portable. Because of the breakaway success of the first three episodes, Heavy will release additional episodes of PMW beginning in July.

Pimp My Weapon is the first example of machinima as branded entertainment. Machinima (short for machine animation) is the convergence of filmmaking, animation and game development—where the game controller is used to manipulate the characters on screen and a new soundtrack is dubbed in. The success of Pimp My Weapon marks the first time that a studio-endorsed machinima has reached a broadcast-scale audience through cable or broadband.

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