Saturday, June 28, 2008
You know the promotions I'm referring to if you watched the NBA Finals. ABC had tie-ins with Hancock for the "superheros" of the game and more annoyingly, Wall-E showing up at the game. Well NBC is going to do the same thing but with the movie "The Mummy: Tomb of the Dragon Emperor"....
The campaign kicks off Tuesday with an extended 150-second spot that will run during the NBC series America's Got Talent.It's a good thing I don't watch NBC during the Summer. While the technical aspect of some of them are pretty cool, I have to tell those involved that these are the most annoying things ever created. Once or twice it's fine but the frequency they were used during the NBA Playoffs was just over-the-top. Let's hope NBC doesn't go overboard with them.
The spot, which also will be cut into variations ranging from 10 seconds to two minutes for NBCU's cable networks and in-theater pods, utilizes special effects that fuse Olympic footage with Mummy scenes.
One such moment includes a backflip by one of the film's stars, Michelle Yeoh, who morphs into a gymnast on a balance beam. In another, a fight between stars Brendan Fraser and Jet Li is transported to fisticuffs in a boxing ring.
In the film, the mummy of an ancient Chinese emperor returns from the dead, along with the region's legendary terra cotta warriors. Much of Mummy was shot in China, which will host the 2008 Olympics in Beijing in August.
NBCU Preps 'Mummy,' Olympics Cross-Promo (Brandweek)