MUMBAI: truTV has unveiled two custom promotions with Universal Pictures to expand awareness for Universal’s theatrical releases of the political thriller State of Play and comedy adventure Land of the Lost.

The promotions build upon an ongoing relationship between the film studio and the television network, which have recently worked together to promote the DVD releases of Universal Pictures’ Role Models and Focus Features’ Burn After Reading. The first custom promotion kicks off this week.

"Universal is a valued partner that continues to challenge us to think creatively and develop strategic marketing platforms for its high-profile releases. Universal recognizes that truTV is a growing network with a diverse programming lineup that continues to attract young movie-going audiences," said Turner Entertainment promotions and marketing senior vice president Katherine Johnson.

truTV will promote Universal’s political thriller State of Play, in which Oscar winner Russell Crowe leads an all-star cast, through a custom promotion built around a mini-marathon for Dominick Dunne: Power, Privilege & Justice.

truTV will feature an exclusive 90-second sneak peek at the film, as well as branded tune-ins and in-show graphics that integrate a character’s image from the film. Custom vignettes airing during the stunt will be created to feature State of Play cast commentary that highlights first-person accounts of e actors’ roles in the film. For the blistering thriller about a rising congressman and an investigative journalist embroiled in a case of seemingly unrelated homicides, Crowe is joined by Oscar winners Ben Affleck and Helen Mirren, as well as Rachel McAdams. State of Play is slated to release on 17 April.

truTV will also drive awareness for Universal’s comedy adventure Land of the Lost, starring Will Ferrell, through custom promotions that will air across the two weeks that lead up to the film’s nationwide theatrical release on 5 June.

The promotional package will be wrapped around the Thursday primetime programming lineup on 28 May and 4 June, which feature the series The Smoking Gun Presents: World’s Dumbest.

Each evening, truTV will feature a 90-second exclusive sneak peek of Land of the Lost for viewers. The network will drive viewers to the sneak peeks through custom integrated tune-ins each week and integrated in-show graphics leading up to and airing throughout the night.