MUMBAI: Disney/Pixar will debut an extended nine-minute sequence from its upcoming summer comedy Ratatouille on Disney.com on 1 May 2007.
In an innovative cross-media promotion, Disney will launch a day long television advertising campaign on Tuesday, highlighted by a 90-second commercial during American Idol, all designed specifically to drive audiences to Disney.com and view the exclusive footage.
Beginning at 12:01 am PDT on 1 May, the video playlist on the homepage of Disney.com will be roadblocked to include only the nine-minute scene for a 24-hour period. Additionally, there will be a Ratatouille custom background skin, permanent homepage promotional units, and character integration into popular segment pages.
Additionally, the site’s Disney Xtreme Digital (Disney XD), an interactive broadband experience, will launch an exclusive Ratatouille XD Channel. The customised channel will include a customised video playlist, character widget where users learn about the characters from the film, a speed chat room to include select French phrases, and many more games and activities.
Launched earlier this year, the new Disney.com has seen registrations at the site up 10 fold.