Disaster flick gets big push with novel TV promo
1 of 2. Director Roland Emmerich and actors John Cusack (C) and Chiwetel Ejiofor (R) pose during a photocall at the Palacio Kursaal to promote ''2012'' on the seventh day of the 57th San Sebastian Film Festival September 24, 2009.
Credit: Reuters/Vincent West
LOS ANGELES (Hollywood Reporter) - Sony Pictures is orchestrating an unprecedented preview ad campaign for "2012," the latest disaster film from Roland Emmerich.
Two minutes of the movie will air on almost every major North American network and cable channel on October 1 between 10:50 and 11:00 P.M. ET/PT.
The movie sequence will air on ABC, NBC and CBS, 89 cable outlets, local stations and Spanish-language networks throughout the U.S.
Hoping to reach about 90 percent of all households watching commercial TV at that time, the studio is projecting an audience of 110 million viewers. This "roadblock," as the studio calls it, is costing about $4 million, according to sources.
The two-minute scene will end in a cliffhanger, and the audience will have the opportunity to see the conclusion on fancast.com and Comcast on Demand. Sony aims to replicate the roadblock in other countries at the end of October. The movie opens worldwide November 13.
(Editing by SheriLinden at Reuters)
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