You will not escape Sony’s ‘2012’ marketing

So, you've probably already seen the clip above for 2012. How could you not? Sony Pictures brags that the rollout of this two-minute clip was "the largest broadcast, cable, online and mobile media preview ever orchestrated." It was telecast last night in a giant "roadblock" between 10:50 p.m. and 11 p.m. EST on ABC, CBS, NBC, 89 cable networks, local stations in the top 70 markets and Spanish-language networks. But if you somehow neglected to watch TV during those 10 minutes, you can see a full five minutes of preview footage over at Comcast or Fancast. Intrusive, overbearing ad blitzes not doing it for you? No worries. They've already got their fictional campaign going on over at IHC: The Institute for Human Continuity, where you can vote for the leader of the world after 2012 and register for the survival lottery. Or you can check out the Farewell Atlantis site for Jackson Curtis's (John Cusack's) novel. Or, the blog of character Charlie Frost (Woody Harrelson). Every one of them has a YouTube channel, and you can follow them on Twitter. There are so many sites, I can't cover them in 200 words. It's like they decided to try every marketing technique simultaneously, and in the next few months it will only get worse. The apocalypse can't come soon enough.

—Posted by Rebecca Cullers

Publish date: October 2, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT