A new Universal animated feature–and its computer-generated characters–will be getting lots of play on TBS as part of a promotion for the kiddie comedy, reports B&C.
Steve Carell stars as the main voice in the film, "Despicable Me," which opens nationwide July 9. Before that, TBS has planned a series of tie-ins for the picture, starting with Thursday night’s "Movie Extra." The campaign will have computer-generated characters from the film popping up all over TBS programming during the next few weeks.
On June 26, a special "Movie and a Makeover" will air, focused on "Despicable Me." On July 1, a sneak peek of the movie will be presented during "Lopez Tonight."
Annah Zafrani, vice president of Media Promotions, Universal Pictures, said in a statement, "Universal is thrilled that TBS trusted us to integrate its properties and logo with our inaugural 3D CGI feature. We know this type of movie studio integration has never been done in the history of the network, and it’s terrific that ‘Despicable Me’ is a key partner in one of the most innovative theatrical promotions that TBS has ever engaged in."