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Looking for a bit of Star Wars branding? Well, Microsoft has rolled out the Kinect Star Wars app to let users feel the Force. This brings the Kinect Star Wars universe into fans’ social networking world so that Facebook and Twitter accounts get the look and feel of the iconic Star Wars opening title sequence. Released to promote the Star Wars game on Kinect.

Armani Exchange has launched a branded entertainment video, Happy Endings. The film is ‘where you are the casting director and create your own happy ending,’ the fashion brand says.

Gucci and Fiat invited Jefferson Hack, editor in chief of Dazed & Confused, LVMH’s Nowness publication, Olivier Zahm, editor in chief of Purple Fashion magazine, Franca Sozzani, editor in chief of Vogue Italy, and film director Alexi Tan to produce short films with Fiat’s 500 by Gucci as the muse.

Lionsgate, Microsoft and Ignition Interactive have launched an online experience, The Capitol Tour, aimed at pulling users into the world of The Hunger Game. Visitors can tour the Capitol city, visit the Avenue of Tributes, and hear an address from President Snow. The site – powered by HTML5 and CSS3 – is true to the style of the movie and the book. Visitors can see the city’s iconic skyline to the minutest detail down to the twinkling stars and drifting clouds.

Around 80% of filmgoers believe mainstream audiences have appetite for more imaginative films, while two-thirds feel there is a shortage of original screenplays hitting cinemas, according to research commissioned by gin brand Bombay Sapphire. In addition, 60% are concerned that too much emphasis on new technology could take the imagination out of filmmaking.

However, 3D adventure Hugo came out on top when respondents were asked to name the most imaginative film they have ever seen, though this was followed by Oscar winner The Artist.

Spotify has partnered with 20th Century Fox to launch its first branded advertiser page in Europe. The 12-market campaign promotes the release of the film Titanic 3D which premieres on screens on 6 April just prior to the centenary of the sinking of the ship on its maiden voyage to New York in 1912.

Ready for some Jamaican roots music. Then LVMH’s Nowness website is the place to go to find out more about Brooklyn filmmaker Tony Lowe’s new feature, Icon Eye. In the movie, he has Cameron Stallones and M Geddes Gengras laying down some dubplates with reggae veterans The Congos.

Upcoming blockbuster movie The Avengers will be screened early to a select number of consumers as Disney’s Marvel Studios is offering advance viewings around the globe in cities where The Avengers has racked up the most Facebook ‘likes’. In the US, that now means early screenings in Los Angeles, New York City, Chicago, Houston, and Miami three weeks ahead of the premiere on 4 May.