ABC, ESPN, ABC Family Set for Alice Promos

BURBANK: Walt Disney Studios Motion Pictures is working with its sister networks ABC, ESPN and ABC Family on a week-long initiative to promote Tim Burton’s highly anticipated 3D theatrical Alice in Wonderland, which will be released in the U.S. March 5.

Each network will air a customized 60-second spot with exclusive footage from the film between January 31 and February 6, culminating in a Super Bowl spot on February 7 called "Tick-Tock."

“We wanted to kick off our television campaign for Alice in Wonderland in a big way,” said David Singh, the executive VP of worldwide marketing for Walt Disney Studios Motion Pictures. “With Tim Burton at the helm and a cast that includes Johnny Depp, Anne Hathaway, Helena Bonham Carter and rising star Mia Wasikowska, the film already has a passionate following. Fans are eager to step into the incredible 3D Wonderland that Burton has created and get a glimpse at what he’s done with these brilliant characters, and we’re ready to give it to them.”

The spots on ABC will air during Desperate Housewives on January 31 and The Bachelor on February 1. ESPN’s will run January 31 during the NFL Pro Bowl and February 5 in the Denver Nuggets and L.A. Lakers game. ABC Family’s, meanwhile, will broadcast during Greek on February 1 and The Parent Trap on February 6.