In at attempt to reach at least 110 million viewers, Sony will offer a two and a half minute preview of its upcoming disaster epic “2012” across every major broadcast network and cable outlet on Oct. 1.
The footage will air between 10:50 and 11 p.m. on ABC, NBC and CBS, 89 cable outlets, local stations and Spanish-language networks throughout the U.S.
The studio is projecting a reach of 110 million viewers and hoping to reach about 90% of all households watching commercial TV at that time. This “roadblock,” as the studio calls it, is costing about $4 million, according to sources. The delivery is about four times the audience of the Super Bowl, the most widely watched TV event in a year, with the most coveted and most expensive (around $3 million for 30 seconds) ad time.
The two-minute scene will end in a cliffhanger, with audience watchers having the opportunity to see the conclusion on fanfast.com and Comcast on Demand.
Sony aims to replicate the roadblock in other countries at the end of October. The movie opens worldwide Nov. 13.
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