×
You will be redirected back to your article in seconds

‘Spider-Man 2’ To Swing Across NBCU’s TV Networks In Promotional Pact

Spider-Man can swing from city skyscrapers, subdue villains like Doctor Octopus and Electro, and climb up walls like the insect after which he is named. Yet in all his escapades, he has never been able to force a major media conglomerate to run ads for his movie across multiple TV networks – and then tailor the ads for each outlet’s viewership.

Until now, that is.

As part of an advertising pact with NBCUniversal, Sony Pictures will hawk its movie “The Amazing Spider Man 2” across Bravo, E!, USA, Syfy, Telemundo and mun2, as well as on a customized page on Fandango, the company’s web-based movie-ticketing service. Starting today, the NBCU networks will run a single spot that shows a search for five so-called “Spiderfans” or extremely passionate fans of the movie franchise. Starting April 28, each participating network will run specially created 60-second spots that play up themes relevant to viewers of each outlet.

On Syfy, for example, the ads will focus on the technology and special effects behind the film. On E!, a young woman gets to meet the movie’s costume designer – as well as actress Emma Stone, who has a prominent role in the film. Andrew Garfield, who plays the title hero, will appear in another ad set to appear on Bravo and Telemundo. The ads will also offer a peek at footage from the movie, which is slated to debut in theaters May 2.

“This was really about matching up these fans and their experiences to tie back to the channel brands – putting their stories in the right environment,” said John Shea,  chief marketing officer and executive vice president  of  NBCU’s Content Innovation Agency,  a unit that tries to devise ad plans that work across the company’s large suite of media properties.

The movie maneuver is the latest sound in what has in recent weeks become an ongoing promotional drumbeat from NBCU’s ad sales staff. Just last week, the company unveiled a slate of embryonic web-based video series in the hopes of luring advertisers to support them and, in the process, thwart streaming-video players like YouTube or AOL from siphoning off ad dollars.

Like rival media operations, NBCU is gearing up for the so-called “upfront:” marketplace, where U.S. TV networks try to sell the bulk of their ad inventory for the coming programming season. For the past year, NBCU has been trying to make the case that sponsors should buy ad packages that run across many of its outlets, not just, say, NBC or USA.

To find the fans, NBCU enlisted a production company to sift out candidates in New York City, Los Angeles, Chicago, Columbus, Ohio, and Minneapolis, said Shea. Over a two-day period, candidates in each city were asked to come out and tell executives why they were passionate about the movie and its central character. “We taped all of those, asked them about themselves and then worked on an almost daily basis with Sony to identify the fans that felt right for the channel environment and the storyline we wanted to tell,” he explained.

Talks between Sony and NBCU for the promotion began just four or five months ago, Shea said.

In May, NBCUniversal plans to run a two-minute ad created from elements from all the various “Spider Man 2” promotions and run it during an episode of “The Voice” on NBC. The ad for the movie will be the only one to appear during the commercial break, Shea said.

Sony has often tested non-traditional marketing efforts behind its “Spider Man” franchise. The studio is also working with the United States Postal Service, which is offering stamps and packages with the hero’s likeness on them In 2004, Sony struck an agreement with Major League Baseball to decorate bases and on-deck circles with a spider-web pattern to call attention to the launch of a previous “Spider Man 2,” this time starring Tobey Maguire. When purists howled, the two partners opted to scale back their plans.

More Biz

  • Smoke haze covers the Sydney Harbour

    Australia's Seven West to Merge With Affiliate Prime Media

    Australia’s Seven West Media has agreed a deal to acquire regional broadcast group Prime Media. The move is a further step in the consolidation of Australia’s traditional media industry. The two companies announced on Friday that Seven will make the acquisition entirely through the issue of new shares to the owners of Prime. Both companies [...]

  • Ron Meyer

    Ron Meyer Files $10 Million Suit Over Forged Rothko

    NBCUniversal Vice Chairman Ron Meyer has filed a $10 million suit against two art dealers, claiming they sold him a forged Mark Rothko painting in 2001. Meyer accuses Susan Seidel and Jaime Frankfort of duping him into buying the work. According to the suit, he was told that it would be included in an official [...]

  • Former movie producer Harvey Weinstein (L)

    Harvey Weinstein Seeks to Call Expert on 'Recovered' Memories at Rape Trial

    Harvey Weinstein’s attorneys are seeking to call an expert on “recovered memories” at his trial on rape and sexual assault charges. The defense has filed a motion asking to call Deborah Davis, a psychologist and professor at the University of Nevada at Reno. Davis is a frequent defense witness. She co-authored an article in 2006 [...]

  • Tekashi 6ix9ine Docuseries Coming From Showtime

    Tekashi 6ix9ine Docuseries Coming From Showtime and Rolling Stone

    Showtime Documentary Films today announced a new limited docuseries profiling controversial rapper Tekashi 6ix9ine. Titled “SuperVillain” and inspired by the Rolling Stone feature written by Stephen Witt, the three-part series will trace how a New York City deli clerk named Daniel Hernandez became superstar rapper Tekashi 6ix9ine — who racked up 2.6 billion streams and [...]

  • Fader Label Logo

    Fader Label Signs Two New Acts, Boosts Staff

    The Fader Label, home to Clairo, Matt and Kim and others, announced two new signings today along with three new hires on its staff. Charlie Burg and Zachary Knowles have joined the label’s talent roster, while Carson Oberg has come aboard as general manager, Yasmine Panah as project manager and Josh Hymowitz as label coordinator. They [...]

  • CBS HEADQUARTERS

    CBS-Viacom Merger Details Revealed, Shares to Trade on Nasdaq

    Negotiations between CBS and Viacom went down to the wire on the day the long-gestating transaction was finally sealed on Aug. 13. CBS Corp. and Viacom revealed the timeline of the merger talks in a Securities and Exchange Commission filing on Thursday that runs more than 650 pages. Also Thursday, CBS and Viacom said the [...]

  • Nile Rodgers and Merck Mercuriadis

    Hipgnosis Songs Raises Another $295 Million

    Hot on the heels of its deal to acquire a catalog of 108 Timbaland copyrights, Hipgnosis Songs has raised another $295 million (£231 million) — putting its total to nearly $800 million to date. According to the announcement, a total of 231,000,000 C Shares have been placed by Nplus1 Singer Advisory LLP  and J.P. Morgan [...]

More From Our Brands

Access exclusive content