EA Sports and its agency Heat are known for going way over the top when it comes to promoting the Madden franchise. Last year, to promote Madden 15, they created an outrageous music video starring actors Dave Franco and Kevin Hart in a ridiculously funny, but totally ridiculous game of oneupsmanship. This year, to usher in what's come to be known as "Madden Season" and the arrival of Madden NFL 16, they've leveled up the rivalry in what could be the film trailer to obliterate all other film trailers, promoting the fictional "Madden: The Movie."

Mr. Franco returns in the nearly five-minute long online film. This time, he plays the renegade "Blade Johnson" alongside his real-life buddy Christopher Mintz-Plasse, who portrays his sidekick "Janet." They're joined by NFL players Julio Jones, Rob Gronkowski and Antonio Brown, as well as Buffalo Bills Coach Rex Ryan, playing ridiculously-named badassses Half-Top, Trick Montalban, Sticky Bun and Lil' Pepper, while 49ers Quarterback Colin Kaepernik plays Al Pacino's blind character from "A Scent of a Woman."

Together, they make up a band of "playmakers" who attempt to take down an evil Madden overlord. The trailer is like a crazy mashup of Mad Max, Fast and the Furious, Quentin Tarantino cliches with a dash of Jurassic Park. It splices together romance, retribution, vengeance, violence, tragedy high-octane fight scenes, Bollywood and even dinosaurs. See the "Making of" film here.

"We call this time of year Madden season, when even friends become rivals," said Dana Marineau, EA Marketing VP. "This time around, we wanted to take the idea of Madden rivalry to an epic new place. The campaign continues to center on something that fans will not only love, but will also want to be part of."

Read the full Behind the Work story on "Madden: The Movie" on Adage.com.