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Microsoft went all-out for the launch festivities of Halo 4. They transformed the countryside of Liechtenstein for a special live-action event for select fans and members of the press.
Government-owned organization Liechtenstein Marketing worked with Microsoft to turn Gutenberg Castle into a military base where their guests tried out Halo 4 for the first time. A mine and farmer's field were used as the site of a two-hour adventure. Guests followed actors on a quest to solve a mystery related to an alien invasion. Master Chief appeared in a battle with pyrotechnics and other effects.
“Halo is a $3 billion blockbuster franchise that has shaped entertainment history and defined a generation of gamers,” said Chris Lewis, vice president of Interactive Entertainment Business at Microsoft EMEA. “From the world’s first-ever red-carpet premieres for a video game to sending a man strapped to a jet pack 50 feet above London’s iconic skyline, ‘Halo’ launches have continually broken the mold, and we are back with a colossal bang for Halo 4, transforming a country on the biggest scale imaginable.”
Microsoft previously stated that Halo 4 is the most expensive game that they've ever produced. No doubt a big portion of the total is related to promotion. Other pre-launch marketing for the game included a live-action miniseries and a launch trailer directed by Dave Fincher.
Halo 4 will launch worldwide on November 6th.