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i-FRONTIER, Philadelphia / UNIVERSAL PICTURES / 2002

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Universal Home Video wanted online support for "Meet the Parents", a hugely successful comedy in its theatrical release. The ultimate goal of the online effort was to generate a significant buzz and raise awareness and excitement for the film's March 6, 2001 DVD release. As one component of that effort, i-FRONTIER developed a Flash game to drive home the irreverent nature of the film's comedy. This was called "Milk the Cat" based on one of the film's comedy bits, and utilised a "whack-the-mole" theme. The final game execution lived on the official release web site. Objective: To create a fun, interactive element that would appeal to the target audience and drive home the overall feeling of the comedy. Also, because people who have seen films in theatrical release often purchase the DVD, it was a way to recall one of the irreverent scenes to people who would remember it from the theatres. Target audience: adults 18-49, skewing to younger adults 18 - 34, and men, as most DVD player owners are male.

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