NBCU Unveils Olympics, The Mummy Cross-Marketing Initiative

UNIVERSAL CITY, June 27:
In what it is calling its “most comprehensive synergistic effort ever,” NBC
Universal has unveiled a multi-network marketing initiative for the upcoming
feature The Mummy: Tomb of the Dragon Emperor and the summer Olympic Games in Beijing.

The co-branded spot
features settings and characters from The Mummy: Tomb of the Dragon Emperor, the latest release in the Brendan Fraser
franchise, and athletes, with action from the film transforming into Olympic
events. It will premiere on July 1 on all NBC networks and run throughout
August. The debut will take place during America's Got Talent on NBC. Versions of the spot will then run in
prime time across the networks of MSNBC, USA, SCI FI, Bravo, CNBC, Oxygen,
Telemundo, mun2, Chiller, Sleuth and Universal HD. From July 2 to 21 it will
air during featured newscast segments on NBC's owned-and-operated stations. And
From July 18 to July 31 an extended two-and-a-half minute spot will run in NCM
theaters nationwide. Throughout July the 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
owned-and-operated stations’ sites. From mid-July to mid-August, meanwhile, the
spot will be featured on screens on 235 college campuses and in more than 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.

—By Mansha Daswani