Lovefilm today announced a marketing partnership with Rockstar Games. The European film and television rental service will launch a new campaign for the Western action game Red Dead Redemption.

As part of this promotion, Lovefilm will launch a microsite at lovefilm.com/micro/reddeadredemption. The site will highlight the film influences on the game and lets users watch John Hillcoat’s 2005 film The Proposition.

We re excited to be working with Rockstar Games and their latest blockbuster game Red Dead Redemption, especially as the title is set to reinvent and revive the Western genre for the 21st Century, commented Dionne Georgiou, Media Manager for Lovefilm. We’re raising the bar for this campaign and opening up the Lovefilm Player to give videogame and films fans the chance to watch, for no fee, one of Rockstar Games favorite Western movies, The Proposition directed by acclaimed film maker, John Hillcoat.

Lovefilm’s main has seen a take-over, where it will be heavily branded with Red Dead Redemption imagery. Also, 300,000 specially branded envelopes, distributed via rental titles will be mailed directly to Lovefilm members

Lovefilm is the perfect media partner to promote Red Dead Redemption, our first open-world videogame exploration into the Western genre, commented Neil Stephen, General Manager for Rockstar Games. Western movies played a key role in establishing film as a force of popular culture, and there have been some exceptional examples of great Westerns in recent years, many of which have gone on to influence the inception of Red Dead Redemption. We’re very pleased to be able to offer fans of both Lovefilm and Rockstar Games the opportunity to watch a classic Western title instantly at Lovefilm.