NBC Universal has assembled all of its family units to promote two major August events in China — the upcoming 2008 Beijing Olympic Games and the next chapter in the blockbuster Mummy adventure series — through a co-branded spot that represents a comprehensive synergistic effort. The piece features settings and characters from "The Mummy: Tomb of the Dragon Emperor" and athletes seamlessly blended in sequences in which the action from the film transforms into Olympic events. It will premiere on July 1 on all NBC networks and run throughout August.
Details of the takeover promotion include:
— June 27: Access Hollywood will tease the spot during its broadcast.
— July 1: Premiere of the piece will occur during America’s Got Talent on NBC. Versions of the spot will then run in primetime across the networks of MSNBC, USA, Sci-Fi, Bravo, CNBC, Oxygen, Telemundo, Mun2, Chiller, Sleuth and Universal HD.
— July 2 — July 21: Piece will run during featured newscast segments on NBC’s O&Os.
— July 18 — July 31: Extended 2:30 piece will run in NCM theaters nationwide.
— Month of July: Piece will be shown on in-park screens and Astrovisions at both Universal Studios Hollywood and Universal Studios Florida. It will also run on screens at the NBC Experience Store at 30 Rockefeller Plaza, on NBC Wireless Networks’ NBCNews2Go, NBC.com, NBCOlympics.com and NBC O&O Web sites.
— Mid-July — Mid-August: Spot will be featured on screens on 235 college campuses and in over 4,700 New York taxis on the NY10 Taxi Entertainment Network. It will also be distributed on multiple cable systems nationwide.
"The Mummy: Tomb of the Dragon Emperor" hits theaters worldwide on August 1, and the 2008 Beijing Olympic Games coverage begins on NBC on August 8.