"Amazing to see" Disney get behind a video game, says Infinity producer

The support Disney Interactive Studios has received from parent company Disney for upcoming game Disney Infinity has been overwhelming, according to executive producer John Vignocchi.

"It's amazing to see the largest entertainment company in the world get behind a video game," Vignocchi told GameSpot. "[It's] like the coolest thing in the world."

Vignocchi said he spoke with Avalanche Software general manager John Blackburn recently and said of Disney Infinity, "'Dude, I think this is going to be a thing.'"

Vignocchi recalled that Blackburn responded by matching his enthusiasm for the project and going a step further. "I think it's bigger than we ever thought it was going to be," Blackburn said, according to Vignocchi.

Part of the support Disney has provided Disney Infinity is through marketing. The company recently executed a "Times Square takeover," plastering Disney Infinity advertisements throughout the bustling New York City location.

In addition, the company will sell Disney Infinity early at Walt Disney World and has plans to promote the game this weekend at the Nintendo World Store in New York City.

Disney Interactive posted a loss of $58 million during the April-June quarter and was Disney's only business unit to record a loss for the period. CEO Bob Iger spoke highly of Disney Infinity during an earnings call, saying he expects that the game can help to turn things around.

"We are also looking forward to the launch of Disney Infinity on August 18," Iger said. "We have showcased Infinity to a number of audiences and we are very encouraged by the overwhelmingly positive response we are getting across the board from retailers, reviewers, and consumers alike.

Disney Infinity hits Xbox 360, PlayStation 3, PC, Wii, Wii U, and 3DS on August 18. Two new mobile companion apps for the game were announced today.