Sony Pictures have gone all out with the marketing for Roland Emmerich’s 2012 and have spent around $4 million to air two minutes of the movie on virtually every major North American network and cable channel on Thursday October 1 between 10:50 and 11:00 P.M. EST/PST. Here’s more on the deal from Heat Vision:
The studio is projecting a reach of 110 million viewers and hoping to reach about 90% of all households watching commercial TV at that time. This “roadblock,” as the studio calls it, is costing about $4 million, according to sources. The delivery is about four times the audience of the Super Bowl, considered the most widely-watched TV event in a year, with the most coveted, and most expensive (around $3 million for 30 seconds) ad time.
The two minute scene will end in a cliffhanger, with audience watchers having the opportunity to see the conclusion on fanfast.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.
Below is a 50 second preview of the 2 minute clip that will be shown later today in the US. If you aren’t a fan of flying then watching this will only make it worse.