Paramount creates online app for Madagascar sequel

LONDON - Paramount Pictures has launched an interactive video campaign to promote the release of children's film Madagascar: Escape 2 Africa.

The film, which is due for general release on 5 December, picks up the action from the 2005 hit film Madagascar which told the story of four Central Park Zoo animals who were unexpectedly shipped back to Africa, getting shipwrecked on the island of Madagascar.

The online application, developed by Littleloud, allows users to create a dance starring lead characters from the film, including Alex the lion, Marty the zebra and Melman the giraffe.

Users assume the role of director, positioning characters, selecting scenery, adding special effects, opening titles and personalising a message shown within the video.

Once complete, the videos can be shared with friends or embedded onto individuals' social networking profiles.

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