Fox makes Super Bowl ad history with "Rio" promo

Tue Feb 1, 2011 9:53pm EST

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LOS ANGELES (Hollywood Reporter) - Twentieth Century Fox will make Super Bowl history on Sunday when a 30-second spot for 3D toon "Rio" becomes the first ad to air during the game with an embedded code.

The embed is tied to the popular smartphone app Angry Birds. It's the first time Fox has plugged a movie during the year's biggest televised event since "Jumper" in 2008.

The "Rio" promo will air during the fourth quarter of the showdown between the Pittsburgh Steelers and Green Bay Packers, which airs on the Fox Broadcasting Network.

During the spot, viewers will be invited to find the frame with the code, which in turns directs them to a special level of Angry Birds, which has entered into a first-of-its kind partnership with Fox. The level will take Angry Birds players to a Rio sweepstakes.

The sweepstakes winner will attend Rio's world premiere in Rio de Janeiro on March 22. That same day, Fox and Rovio launch the highly anticipated "Angry Birds Rio" app. The film opens April 15.

The Rio Super Bowl spot will be available across the web, including YouTube.

Paramount's the big buyer this year in terms of the Super Bowl. During the game, it will air spots for J.J. Abrams' alien-invasion pic "Super 8," the threequel "Transformers: Dark of the Moon," Gore Verbinski's CGI film "Rango," and Marvel's superhero pics "Thor" and "Captain America: The First Avenger."

Disney has bought time during the game for "Pirates of the Caribbean: On Stranger Tides," while Universal and DreamWorks' will plug the Daniel Craig-Harrison Ford sci-fi western "Cowboys & Aliens."

Studios also have bought time during the pregame, and during "Glee," which airs immediately following the Super Bowl.

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