Columbia Pictures to create largest ever roadblock for 2012


MUMBAI: The countdown to Columbia Pictures’ highly-anticipated film 2012 directed by Roland Emmerich begins 1 October with the largest broadcast, cable, online and mobile media preview ever orchestrated to support the launch of a motion picture.

Television audiences watching virtually every major North American broadcast and cable outlet will have the opportunity to see an exclusive, two-minute scene from the film as part of this simultaneous roadblock on 1 October. The film will be released in theaters worldwide on 13 November, 2009.

Supported by a multi-million dollar promotional campaign by Comcast, the action-packed two-minute sequence from 2012 will air on the major broadcast networks (ABC, NBC and CBS), 89 cable networks, local stations in the top 70 markets, and Spanish-language networks throughout the United States. With nearly 450 separate North American television outlets taking part in this unprecedented media event, it is projected that the 2012 footage will reach nearly 110 million television viewers – a delivery that exceeds that of the Super Bowl. The two-minute scene will reach an estimated 90% of all households watching ad-supported television at that time.

Consumers will have the opportunity to see the conclusion of the two-minute cliffhanger scene after the roadblock with an extended five-minute sequence on and on Comcast On Demand. The total projected television, online and mobile audience in North America that will be able to see the footage in the first 24 hours exceeds 140 million consumers.

Comcast will launch its on-air and online promotional campaign across its cable networks and on Comcast-owned networks and popular web destinations such as E! Entertainment Television, G-4, Comcast Sports Group,,, E!Online, and through its vast Video on Demand (VOD) libraries. In addition to the exclusive footage, Comcast will launch VOD sneak-peeks and story arcs that offer an expanded look at 2012.

Sony Pictures president of worldwide marketing Marc Weinstock said, "2012 is an extraordinary film that captures the imagination and attention of all moviegoers from 13 years-of-age on up. Since it appeals to such a broad audience, we wanted to launch our campaign in a way that would make an impact, and we are excited to be partnering with Comcast on this unprecedented launch."

Comcast general manager and senior vice president of video services Derek Harrar added, "When we saw the scene from 2012, we thought it was compelling footage and we were thrilled by the opportunity to share it with our subscribers. Comcast lives at the center of people’s entertainment experience – whether online or on television – so the opportunity to participate with Sony Pictures in this unprecedented popular culture ‘moment in time’ was appealing not only from a brand perspective, but more importantly from what we’re delivering our customer: exclusive access online and On Demand as the only place to see the conclusion for this highly anticipated preview."

Overseas, the 2012 roadblocks will be replicated in many countries around the world at the end of October.

2012 stars John Cusack, Chiwetel Ejiofor, Amanda Peet, Oliver Platt, Thandie Newton, with Danny Glover and Woody Harrelson.