News
DreamWorks Pilots 'Dragon' to NBC Olympics
By Robert Marich
Feb 9, 2010 – DreamWorks Animation arranged an elaborate ad buy and promotion for How to Train Your Dragon with NBC Television for its winter Olympics coverage and the broadcaster’s TV sibling media outlets.
Animated How To Train Your Dragon opens March 26, is rated PG and is distributed by Paramount Pictures for DreamWorks. NBC’s Winter Olympics coverage starts in three days.
DreamWorks prepared seven video vignettes tied to winter Olympic sports that NBC will work into programming. “The vignettes will be fully integrated across all NBC platforms, including the Today Show, CNBC, USA and MSNBC as well as during the network’s regularly scheduled telecasts of the Vancouver Games,” says a press release.
“The result is a series of fun vignettes that take our characters to the 11th century as they compete in Viking Games of their own kind ... with the added pressure of fire-breathing Dragons constantly on their tails!” Chris Sanders, one of directors of the movie, says in a statement.
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CAPTION: In "Snowboarding," one of seven winter sports-themed custom CG animated vignettes airing on NBC During the network's broadcast of the Vancouver 2010 Olympic Winter Games, Hiccup (voiced by JAY BARUCHEL) gets an assist from one of the dragons from DreamWorks Animation's HOW TO TRAIN YOUR DRAGON. (PRNewsFoto/Paramount Pictures)