Film fans can further indulge their passion with Movieland, a marketing and branded content initiative from Yahoo Movies and all four major studios.

Designed as though it were a board game, Movieland encourages consumers to log in with Facebook, then explore and interact with customized content sourced from Universal Pictures, Warner Bros. Pictures, Lionsgate and Paramount Pictures.

The studio partners have designated their top 35 summer movie releases, each of which represent a stop on the game board where users collect badges by buying movie tickets, answering trivia questions and watching trailers. Badge collections and ticket purchases make consumers eligible to win prizes.

Yahoo Movies said it also will bring Movieland to International Comic-Con in July, where it will create a life-sized version of the game board that fans can physically walk through and interact with.

Yahoo Movies, which reaches over 26 million U.S. users each month, currently features advertising and in some cases dedicated experience pages for Lionsgate’s What to Expect When You Are Expecting, Universal Pictures’ Battleship,Warner Bros. Pictures’ Dark Shadows and others.

It also hosts live red carpet premieres, exclusive clips, trailers and other content, which it intends to ramp up throughout the summer movie season, along with additional contests to win movie-related prizes like premiere tickets, signed posters and vacation packages. As with almost all other Yahoo initiatives, Yahoo Movies and Movieland are supported by editorial content and other Yahoo sites.

Related links:

Yahoo Movies – Movieland