Prototype 2 to Launch World’s First Adult Rated Live Action Advertisement

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Electronic Theatre ImageActivision Publishing Inc. today announced that Prototype 2, the sequel to Radical Entertainment’s original best-selling videogame of 2009, will be launched in the UK with the world’s first ever over-eighteen live outdoor advertisement. At an iconic west London location at 9:00 pm (BST) on Sunday 22nd April, the live ad will feature actors playing the parts of Prototype 2‘s new protagonist Sgt. James Heller and his nemesis Alex Mercer, as well as Blackwatch military and the disease-ridden Infected.

Recreating action from the videogame, including a gruesome and bloody confrontation between the Heller and Mercer, the content has been recommended as only suitable for those over theElectronic Theatre Image age of eighteen due its explicit nature, with an agreement to perform it post-watershed in order to avoid a younger audience.

“Due to the nature of Prototype 2‘s content, the game has been rated by the BBFC and PEGI as certificate 18. This live action advertisement reflects the game in its hard-hitting, fantasy nature and whilst we’re excited to bring this new game to our legions of fans, it would be inappropriate for under-eighteens to view it” commented David Tyler, Activision’s Minneapolis Business Unit EU General Manager.

The five minute long experience will be streamed live on the Prototype 2‘s official Facebook page at for those of age unable to experience the action live, offering fans around the world a chance to watch the production unfold. As the Prototype 2 live ad reaches its crescendo, fans will have the opportunity to vote for one of two endings via the Prototype 2Facebook page from 20th April. The ending that receives the most votes will feature as part of the grand finale of the advertisement.

Prototype 2 is set for release eon Xbox 360 and PlayStation 3 on 24th April 2012, with a PC release to follow in July.  Electronic Theatre will keep you updated with all the latest details on Prototype 2.


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