This is a great way to keep film fans interested between releases.
The new Sherlock Holmes film franchise (last year's film and next year's sequel) has attracted a lot of interest, and Warner Brothers have launched a new iPad game (also for iPhone and iPod Touch) to come out at the same time as the DVD.
The game (apparently) takes full advantage of the iPad's features like motion control, and includes 2 individual mysteries. I can see this being a success, Professor Layton style, and I can see them selling new adventures at regular intervals.
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