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Disaster Epic Mounts 'Roadblock' TV Buy

   Sept 24 2009 – Columbia Pictures is making an expensive and early push for its Nov. 13 release of global disaster epic 2012. If you are watching advertising-supported TV Thursday Oct. 1, you can’t miss the 2012 commercials. Columbia is mounting a “roadblock” campaign placing ads simultaneously on all TV media, in what will reach an estimated at 110-140 million people (the US population is about 305 million!). A roadblock ad placement fills a wide range of outlets for simultaneous display.
   Notes a Columbia press release: “Supported by a multi-million dollar promotional campaign by Comcast, the action-packed two-minute sequence from 2012 will air on the major broadcast networks (ABC, NBC and CBS), 89 cable networks, local stations in the top 70 markets, and Spanish-language networks throughout the United States. With nearly 450 separate North American television outlets taking part in this unprecedented media event, it is projected that the 2012 footage will reach nearly 110 million television viewers – a delivery that exceeds that of the Super Bowl. The two-minute scene will reach an estimated 90% of all households watching ad-supported television at that time.”
   Typically, such advertising breaks closer to premiere (than six weeks in this case), so motivated audiences can see the film before the impulse fades. However, Columbia’s strategy seems to be to create an early buzz and get on moviegoers' "To See" lists. Columbia estimates the core TV ad blitz will reach 110 million viewers and the number climbs to 140 million when adding other ads in a 24 hour period.
   Marketing to Moviegoers: Second Edition finds the marketing for 2012 compelling so far, with the trailer running on this website’s home page. The PG-13-rated movie, from disaster film impresario Roland Emmerich (environmental freeze-up The Day After Tomorrow and alien invasion Independence Day), follows the survival exploits of a family as earth is hammered by objects falling from space.

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