Sony, in an effort to grab more of an audience with the Roland Emmerich/John Cusack disaster film 2012, will “roadblock” televisions with a two-minute advertising sequence from the film on October 1st.
Similar to what Universal did with Dawn of the Dead several years ago only on a broader scale, the advertisement will put footage of the film in front of a purportedly astounding number of people: 110 million North American viewers. Online, this number could increase by as much as 30 million, according to the studio.
Expect to see 2012 footage on a bunch of cable networks along with ABC, NBC and CBS “between 10:50 p.m. and 11 p.m. on the coasts” and other times throughout the nation on the first of October. Afterwards, an extension of the two minute sequence will be viewable online at Fancast.com.
The film will finally be released in theaters on November 13th, 2009.
