Have you ever heard the old adage, "you have to spend money to make money?" Sony certainly has. Heck, it may as well be their company motto. Obviously, this applies to what they hope will be another upcoming blockbuster PS3 exclusive, Uncharted: Drake's Fortune , as SCE UK is planning to spend £1 million on advertising and promotion in Europe. According MCV UK, this will be the fourth game Sony has spent at least a million pounds on in regards to ads. Other titles have included Resistance: Fall of Man and the recently released Ratchet and Clank Future: Tools of Destruction .

“We’ve given Drake’s a similar marketing budget to Resistance: Fall of Man,” said product manager Phil Lynch. “A million pounds goes some way to illustrating how we want as many people as possible, both lifestyle and hardcore gamers, to see and play this title. We’ve recorded all of the footage for our Uncharted ad directly from a PlayStation 3 console, which we’re very proud of. We’ve booked extensive 16 to 34 male slots for November and December. And the ad will be in cinemas from the end of November through to December.”

Oh, but it doesn't end there. Sony is taking the next step by partnering with Empire, a popular film magazine, to develop a piece addressing the concept of "every man" heroes in movies, and how Uncharted 's main character is…well, an "every man" hero. He seems a little more capable than the typical guy we run into down at the local Wal-Mart, but whatever. We get their meaning. And lastly, Sony is working to produce an absolutely gigantic online campaign, so don't be surprised when you start seeing ads for this game everywhere on the Internet.

“Our online campaign is one of the most ambitious and engaging I’ve ever been involved with,” added Lynch. “The creative will be hosted on some of the UK’s biggest and best gaming and entertainment sites.”

Uncharted: Drake's Fortune is scheduled to arrive on November 19 in the U.S. (it's "November 2007" for Europe), just in time for the holiday rush. Granted, it will have some stiff competition, but we believe in Naughty Dog and we're confident this action/adventure Indiana Jones-esque title will be well worth purchasing.

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