Microsoft rolls Angels & Demons Path of Illumination online contest

MUMBAI: Microsoft has tied up Sony Pictures upcoming movie Angels & Demons for an online contest.

On 15 May, 2009, famed Harvard symbologist Robert Langdon will follow the Path of Illumination in order to thwart the Illuminati’s plot to commit unspeakable acts of violence in their quest to destroy the Vatican in Columbia Pictures’ Angels & Demons.

Online moviegoers from seven countries will have the chance to follow their own path with the Angels & Demons Path of Illumination Contest on AngelsAndDemons.MSN.com.

Contestants will compete online to solve puzzles themed to the film. They will look for clues using Microsoft’s Photosynth software to view 3D online photographic environments of key sets used during filming. One finalist from each country will be flown to Rome to attend the World Premiere of the film in May, where the Grand Prize winner will be announced. This program marks the first time that Microsoft is utilizing its Photosynth software in connection with a major studio release.

Worldwide Digital Marketing president Dwight Caines said, "Three years ago with The Da Vinci Code Quest we created a groundbreaking and exciting online contest. With Angels & Demons Path of Illumination, we have the opportunity to take the program to a whole new level. By partnering with MSN and using Photosynth users can explore key sites at the Vatican, including the Sistine Chapel and Papal Offices, discovering those locations like never before. In addition, this contest is a fantastic example of Sony United at work, combining the media and marketing efforts of Sony Pictures Entertainment, Sony Pictures Home Entertainment, and Sony Electronics."

The contest site on MSN has also enabled the Studio to cross-promote the re-release of The Da Vinci Code on Blu-ray from Sony Pictures Home Entertainment in all participating countries as well as tout the prizing from several partners including Sony Electronics and expose the MSN user base to Sony’s various brands.

The contest began on 30 January and will take place in two parts. Round 1 goes through 27 February; Round 2 begins 6 March and then the contest ends 27 March. To begin playing and for the Official Rules, entrants should go to AngelsAndDemons.msn.com.

The winner from each of the seven participating countries – the U.S., Canada, the UK, France, Italy, Germany, and Spain – will each receive a prize package, including a trip for two to Rome, with accommodations provided by Starwood Hotels; two tickets to the film premiere, one private Path of Illumination Tour of Rome, one Vespa S125, and one Damiani-designed 18K pink gold and onyx Camerlengo cross and necklace.

At the world premiere, the grand prize winner will be announced on the red carpet. The grand prize winner will receive one 2009 Lancia Delta (if the winner is in Europe) or two Aprilia motorbikes (if the winner is from the US or Canada); one Damiani-designed 18K pink gold and onyx rosary cross and necklace; as well as a Sony Electronics package themed to the four elements of Earth, Air, Fire and Water.

Angels & Demons is based upon the bestselling novel by Dan Brown. Tom Hanks reprises his role as Harvard symbologist Robert Langdon. The movie has been directed by Ron Howard.

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