PR Week - le magazine britannique des professionnels de la communication. Toutes les semaines, Echo Research au Royaume-Uni analyse l'actualité dans les médias britanniques.
May 01, 2008 Release of GTA IVThe level of criticism aimed at the eagerly awaited launch of Rockstar's Grand Theft Auto IV (GTA) was miniscule compared to other computer games that are reputed to glorify violence, despite presidential candidate Hillary Clinton's assertion that "the disturbing material … is stealing the innocence of our children" (Independent, 29 April). The Times carried a leading article endorsing its creators as a British company which "deserves to go on flourishing as long as it retains the knack of testing social limits without breaking them" (26 April).  Several articles claimed that the computer 'game' is now an entertainment force to rival Hollywood films, and that, in a difficult financial environment, the longevity of game playing could replace cinema visits for young men. The next big film release, Iron Man, is likely to be overshadowed by GTA IV, "a brutal and satirical masterpiece equal to films like The Godfather" (Guardian, 29 April). Steven Spielberg is working on three games for rival EA, who are
bidding to take over Rockstar. The BBC said the launch was "more like a cultural event than a marketing event" (bbc.co.uk, 28 April), while Scotland on Sunday called it "a perfect storm of critical acclaim, commercial success and media controversy" (27 April). |