BioShock was a risky product for the marketing department at 2K Games. The product has a complex premise and a mature theme, it's made by an unknown developer, it's not based on a movie or franchise, there is no celebrity attached to it, it has a stylized art deco look, and it has soundtracks consist of period pieces. BioShock was difficult to sell. So how did 2K decide to approach the skeptical market with it?
By treating BioShock like a Hollywood movie.
For BioShock, 2K used many different marketing tools and techniques from the movie industry. In this article, The Hollywood Reporter interviews 2K's marketing and development teams, and finds out how they worked together and turned BioShock into a "triple-A" blockbuster.