The ‘Moments Worth Paying For’ campaign is a partnership with lobbying group the Industry Trust for IP Awareness. The console’s Live network will be used to target 16-24 year-old males in what the company calls a “credible and interactive” way.
Xbox users will be encouraged to vote for their favourite scene from six films, including Fight Club, Inception and The King’s Speech
Additionally, voters will be entered into a competition to win points to purchase content from the Xbox Live Marketplace
James Hayr, head of specialist sales at Microsoft Advertising, says: “We felt it was important for the campaign to leverage the editorial endorsement of an influential platform like Xbox, which enables the Industry Trust to tap into a core young male audience in a credible and interactive way.”
Players can also use their own Avatar Kinect characters to recreate scenes for a series of pre-loaded films.
Streaming content such as movies and games has been identified as a key growth area for Microsoft’s entertainment offering, which reported 16.5% to $1.5bn (£929,9) during the third quarter.