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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared BlackBerry assures India on access to services | Video 4:32pm EDT Scientists find new superbug spreading from India 11 Aug 2010 Burger and a statin to go? Or hold that, please? 9:03am EDT India to target Google, Skype messaging next - FT 12 Aug 2010 Oracle sues Google over Android 2:23am EDT Hidden trillions widen China's wealth gap: study 12 Aug 2010 Optimistic on resolving India security concerns: RIM 6:24am EDT Stocks end worst week in six with another down day | Video 4:53pm EDT GM CEO steps down on cusp of IPO filing | Video 1:29am EDT Fog disrupts PGA Championship again 8:44am EDT Scientists find new superbug spreading from India 11 Aug 2010 BlackBerry assures India on access to services | Video 4:32pm EDT Burger and a statin to go? Or hold that, please? 9:03am EDT Optimistic on resolving India security concerns: RIM 6:24am EDT Oracle sues Google over Android 2:23am EDT Pakistan flood relief 12 Aug 2010 Pictures of the month: July 03 Aug 2010 Meteor shower lights up the sky 9:55am EDT India to target Google, Skype messaging next - FT 12 Aug 2010 Hidden trillions widen China's wealth gap: study 12 Aug 2010 "Scott Pilgrim" movie speaks to gamer generation Digg This Tweet This Share on LinkedIn Share on Facebook Cast member Michael Cera poses at the premiere of the movie ''Scott Pilgrim vs. the World'' at the Grauman's Chinese theatre in Hollywood, California, July 27, 2010. Credit: Reuters/Danny Moloshok Related News "The Expendables" eyes brawny box office debut 11:48am EDT Costly "Battleship" setting sail in rough waters 7:23am EDT Women rise to the top in "Mad Men" Fri, Jul 30 2010 James Bond producers worried by indefinite delay Tue, Jul 27 2010 Comic-Con match-ups: Who won? Mon, Jul 26 2010 Related Topics Technology » iPad » Media » By John Gaudiosi SAN DIEGO | Fri Aug 13, 2010 1:26pm EDT SAN DIEGO (Reuters) - Have video games finally gone mainstream? After decades of Hollywood adaptations of hit game franchises like Eidos' "Tomb Raider," Capcom's "Resident Evil" and Konami's "Silent Hill," Hollywood has created the first film that is designed to really speak to the video game generation. The release of Universal Pictures' "Scott Pilgrim vs. the World" marks a milestone, of sorts, for the $50 billion global video game business. While director Edgar Wright's film is based on a series of comic books by Bryan Lee O'Malley, not a video game, the universe he's created weaves classic video game elements with an alternate reality that focuses on a cast of 20-something gamers. In other words, it's the first Hollywood feature created by gamers, for gamers. "Scott Pilgrim is somebody who's grown up being a gamer, which has given him unearned confidence in some areas, and then in other areas he has no idea how to deal with people in the sense that he hurts people's feelings without realizing it or he's kind of thoughtless sometimes," said Wright. The central plot of this different love story also revolves around games. Scott Pilgrim (played by Michael Cera) must battle the seven evil "exes" of his new girlfriend Ramona Flowers (played by played by Mary Elizabeth Winstead). Each battle is set up with a "vs." on the screen right out of classic fighting games like Capcom's "Street Fighter II." When enemies are defeated they explode into coins like characters from Nintendo's "Super Mario Bros." GAMING REFERENCES THROUGHOUT The first image viewers see on the screen is a digital Universal Pictures globe, accompanied by mono-synthesized music straight out of the classic Nintendo Entertainment System from the 1990s. The characters in the film discuss video games like Microsoft's "Halo" franchise and Nintendo's "Legend of Zelda." "I think these things make the movie very emotionally nostalgic for a lot of people because I mean everyone played Nintendo," said Cera, who headlines a young cast of Hollywood gamers. Cera said it was fun to step into the role of the comic book character, who essentially stars in his own video game. "It was nice because I got to re-visit my childhood," said Cera. "I brought my Nintendo from my parent's house to my apartment and played every night after work. I played "Super Mario Bros. 3" a lot and "Contra" and "Battletoads."" According to the Entertainment Software Association, 68 percent of Americans play video games. With the average age of a gamer now 35, there's a huge movie-going audience who will laugh at the references within the new film. For example, as Scott Pilgrim defeats each enemy, he receives a larger amount of coins for each kill and a high score counter appears on screen. "I think when you hear those video game noises or references like that you immediately click with the movie," said Kieran Culkin, who plays Scott's roommate Wallace Wells. According to Nielsen Research, 9.3 percent of American video game households' monthly entertainment dollars is spent on video games. That bodes well for Ubisoft, which has a new downloadable "Scott Pilgrim" arcade game available for PlayStation 3 and Xbox 360. The game maker collaborated with Wright to bring the comic to virtual life in a retro, 2D action/fighting game. "When you see Scott grab an 'extra life' icon in the movie, that image comes directly from our game," said Michael Micholic, senior brand manager, Ubisoft. "We've taken a lot of stuff from the movie that they've been willing to share with us and put it in the game." (Editing by Belinda Goldsmith) Technology iPad Media Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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