Paramount Digital Entertainment teams up with Mountain Dew


MUMBAI: Paramount Digital Entertainment has collaborated with Mountain Dew on Circle of 8, an original interactive thriller produced by Milchan/Van Eyssen.

Circle of 8 is a studio-quality episodic thriller that invites audiences to participate in the fate of its characters. Along the supernatural journey, numerous plots and engaging interactive elements will provide unprecedented opportunities for unique consumer experiences. Paramount Digital Entertainment (PDE) is distributing the project.

"Paramount Digital Entertainment and Milchan/Van Eyssen are utilizing creative content and state-of-the-art technology in a way that is taking interactive entertainment to a new level. Mountain Dew will play a critical role in evolving the storytelling experience through Circle of 8, going far beyond traditional sponsorship and brand integration models," said Pepsi-Cola North America Beverages CMO of sparkling beverages Frank Cooper.

"PDE is dedicated to developing fresh and innovative ways for brands to become part of the studio’s digital productions. Mountain Dew’s involvement in our first release of an original property is a testament to the growth of high-quality digital content," added Paramount Digital Entertainment president Thomas Lesinski.

Distributed by PDE and produced by Milchan/Van Eyssen, Circle of 8 is initially set to deliver the highest level of cinematic quality to the Web and portable devices. The series will debut exclusively on MySpace in October and, upon its conclusion, will be redistributed as a full-length feature showcasing the choices made by the audience online.

"Circle of 8 combines narrative movie-making, Paramount’s core business for the last hundred years, with ‘user experience,’ which we strongly believe will be an essential component for entertainment over the next hundred years," said David Van Eyssen of MVE.

"Mountain Dew is the perfect brand for Circle of 8. This unique, high-quality production presents a number of creative opportunities for major brands to work with the producers to integrate their brands and reach an engaged global audience," continued Alexandra Milchan of MVE.

Endemol will oversee all "Circle of 8" international brand alliances and international distribution.