The World: New York - Sony in 'roadblock' campaign for disaster movie

Sony Pictures is staging a "roadblocking" campaign for 2012, the latest disaster movie from Roland Emmerich.

Two minutes of the film will air on almost every major North American network and cable channel this Thursday (1 October). They include ABC, NBC and CBS, as well as 89 cable outlets, local stations and Spanish networks.

The studio is predicting a potential audience of 110 million viewers.

The campaign is costing Sony Pictures about $4 million, but its reach could be four times the audience of the Super Bowl, the most widely watched TV event of the year in the US.

Sony plans to repeat the "roadblock" in other countries before the film's worldwide release on 13 November.


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