There are several reasons cited for Ubisoft’s decision to adapt the game title Assassin’s Creed into a film. The most frequently mentioned reason is… profit.
It’s not hard to understand, as most film projects aim for two main goals: one is to create artistic films, which may attract fewer viewers but can earn prestigious awards, and the other is to produce blockbuster films that aim to generate as much revenue as possible. When it comes to Assassin’s Creed, it’s safe to say that it will be challenging to achieve the first goal, which serves as a primary reason for making the film solely for profit.
However, in a recent statement from the studio behind the Assassin’s Creed film, Ubisoft hinted at a much broader goal beyond just financial gain from ticket sales. They acknowledge that making a film is inherently challenging in terms of achieving revenue similar to that of other blockbuster hits.
The primary goal for Ubisoft when creating the film project centers on marketing for their game franchise, promoting forthcoming products rather than merely seeking profit. Alain Corre, the managing director of Ubisoft’s European branch, elaborated on the studio’s objective in undertaking the Assassin’s Creed film project:
“We (Ubisoft) are certainly going to earn some money from this film. The main purpose of making the film is more about marketing than it is about profit. The film might make a little profit, but that’s not the primary goal. Our objective is to bring the name Assassin’s Creed to a wider audience. We still have a core fan base, but we want to expand the Assassin’s Creed brand to a broader audience, including those who may become fans of the franchise after watching the film.”
It’s clear that Ubisoft’s objective in producing the Assassin’s Creed film is not merely to make money or to engage in what gamers might call a “bloodsucking” of the game’s fanbase. Instead, Ubisoft aims to reach a long-term goal of expanding the name Assassin’s Creed to a broader audience, targeting potential fans who may develop an interest in the franchise after watching the film.
While Ubisoft’s stated objective may sound appealing, in reality, it is quite challenging to achieve. A prime example of film production as a promotional tool for a game is Warcraft. According to Blizzard’s announcement, after the film was released in China, the online game World of Warcraft saw a significant increase in the number of new players.
More than 200,000 new player accounts were created after the film’s release. This clearly demonstrates that using films to promote games is a viable strategy and can yield significant returns for production companies, not only in box office revenue but also in creating a loyal fan base for their game franchises thereafter.
