EA Celebrates SSX Blur at the Ice Hotel

Felt more like SSX Brrrrrrr...

By Javier Glickman

Video game publishers love to throw extravagant parties, from alcohol-fueled binges in Las Vegas to dinners in swanky, New York City restaurants. However, topping EA Montreal will take dedication, imagination and a good chunk of cash. The world's most celebrated third party publisher could've easily taken its latest Wii video game, SSX Blur to San Francisco and received plenty of buzz, but that would've been too boring. Instead, the company celebrated the game's February 27 release at Quebec's Ice Hotel, an exotic and frigid location that, despite brutal sub zero temperatures attracted a host of excited journalists eager to not only play the final version but also brave the elements.

As its name implies, the Ice Hotel is comprised of ice and snow. Four-foot thick snow walls insulate its gorgeous interior, which houses a plethora of imaginative objects made entirely of ice. People sit on ice chairs, relax, splayed out across ice couches, ride ice slides, drink from ice shot glasses and of course, sleep on simple mattresses encased in ice. Most of the rooms feature unique carvings. An imposing snow cave dominates the Yeti Room, giving occupants the feeling of being a large, smelly Big Foot (or a Luke Skywalker munching Wampa). Another room features an ice castle, while another contains musical notes.

EA could've rented a warmer place to hold its event, providing its guests with plenty of heat. Instead, the company took its party to the very heart of the hotel, challenging attendees to survive at times torturous cold. Most journalists wore multiple layers, extending their waistlines by donning several pairs of pants while at the same time covering their faces, chests and hands. People were warm for the most part, though protecting one's feet became an exercise in frustration. Because the ground is made of packed snow, the cold seeps through the shoes, poking its icy fingers through even the heaviest socks. Now ask someone to endure that for more than three hours. Not even the stiffest drinks took away the numb sensation in the toes.

All complaining aside, the event was a huge success. Guests entered an exclusive, SSX section in which EA set up multiple Wii kiosks, and navigating down the snowy tracks while struggling to see through one's breath gave new meaning to the term, immersive. Thankfully, the game promotes warmth by forcing people to move around, tilting the nunchuk left and right to maneuver the riders and performing tricks by jerking the Wii remote. At the same time, friendly Ice Hotel employees walked around with trays of hearty chicken soup and other tasty treats. In addition to the good eats, people hit up the ice bar, where they ordered signature drinks as well as the standard assortment of beers.

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