'Watchmen' Film to Sponsor 'Axis of Comedy' Network

By Daisy Whitney

Online television studio For Your Imagination snagged a six-figure ad deal for the upcoming Warner Bros. film “Watchmen” to sponsor FYI’s “Axis of Comedy” (axisofcomedy.tv) online network. The sponsorship launches today and will run through March 6, when the film opens.

FYI said the ad deal came through Warner Bros.' media agency MediaCom Interaction. The deal calls for FYI to integrate a “Watchmen” storyline into four Web shows that run on its comedy network, including “Kyle Piccolo: Comic Shop Therapist,” “Abigail’s Teen Diary,” “The Retributioners” and “HungrymanTV’s Phistophicles.” Warner Bros. advertised its “Dark Knight” hit movie in “Kyle Piccolo” last summer.

FYI said it will use a customized interactive video player from Innovid to include clickable Easter eggs and “Watchmen” references as part of a fan contest.