A groundbreaking PR project

Feb 22, 2006 09:50 GMT  ·  By

In a video game magazine first, Buena Vista Games successfully hypnotized the Deputy Editor of the Official Xbox Magazine, Mark Robins, and age-regressed him to ten years old in a groundbreaking project that saw Mark review the Xbox release of Disney and Walden Media Presents, The Chronicles of Narnia: The Lion, The Witch and The Wardrobe through the eyes of the game's intended market.

Taking place in Future's London offices and lasting around 45 minutes, the hypnosis session was undertaken by Mark Howe, a professional and seasoned hypnotist, and will appear as part of a four-page feature in the April issue of The Official Xbox Magazine, on-sale 16th March. Video footage of the hypnosis session will also appear on the Official Xbox Magazine's covermount disk.

"The idea of hypnotizing someone into believing they're a ten year old to review a game was so unique that I simply had to get involved, even if it was just to see how it would turn out," commented Mark Robins, Official Xbox Magazine Deputy Editor. "Luckily I've come out the other end mentally unscathed and I even had my fear of flying cured to boot. I'm amazed it worked so well: I can't usually remember what I was up to last week, let alone twenty years ago."

"The Chronicles of Narnia is a computer and video game aimed at 8-12 year old boys and girls and finding anyone in that age bracket that has both the journalism experience and gaming skill to articulate a full and fair review has been impossible, until now," commented Mark Ward, on behalf of Buena Vista Games. "I had to promise that we wouldn't plant any other suggestions while Mark was 'under' and I've stood by my word. That said, he's been clucking like a chicken ever since."