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Sony Pictures to Attempt Unprecedented TV Roadblock to Promote ‘2012’ Disaster Film

Sep 24, 2009  •  Post A Comment

Sony Pictures plans to air a two-minute clip from its upcoming disaster film “2012” as an unprecedented roadblock on 450 North American TV outlets on Oct. 1, reports Variety.

The clip for the movie, directed by Roland Emmerich and opening Nov. 13, is expected to be seen by 90% of all the TV households tuned to ad-supported networks, some 110 million viewers.

ABC, CBS, NBC, 89 cable networks, Spanish-language networks and local stations in the top 70 markets will be part of the ad buy, with the clip scheduled to run between 10:50 p.m. and 11 p.m. ET/PT (and other times in the rest of the country.)

Sources told The Hollywood Reporter that the buy will cost about $4 million.

–Elizabeth Jensen

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