150-second spot to debut on America’s Got Talent
NBC Universal is launching a marketing campaign next week that blends imagery from the Summer Olympics and Universal Pictures’ The Mummy: Tomb of the Dragon Emperor, says The Hollywood Reporter.
The campaign, which capitalizes on the fact that both productions are set in China, kicks-off Tuesday with an extended 150-second spot that will run during NBC’s “America’s Got Talent.”
The spot, which also will be cut into variations ranging from 10 seconds to two minutes for NBC Universal’s cable networks and in-theater pods, utilizes special effects that fuse Olympic footage with “Mummy” scenes.
One such moment, the trade adds, includes a backflip by 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.
Much of “Mummy” was shot in China, which will host the 2008 Olympics in Beijing in August.
The campaign begins in theaters July 18 via National CineMedia.
Source: The Hollywood Reporter
