What happens when the Olympics are set in a China, and a summer movie is also set in China? If you’re NBC / Universal, you promote them together, that’s what! Even if the movie seems totally unrelated, such as Rob Cohen’s THE MUMMY: TOMB OF THE DRAGON EMPEROR.
That’s right, starting July 18th during NBC’s ‘America’s Got Talent,’ NBC will launch a hybrid of images in a 150 second spot featuring combined clips from the movie and scenes from previous Olympics. Here’s a snippet of a description to help you get an idea of what they have in mind:
One such moment includes a backflip by one of the film’s stars, Michelle Yeoh, who morphs into a gymnast on a balance beam. In another, a fight between stars Brendan Fraser and Jet Li is transported to fisticuffs in a boxing ring.
I’ve heard of silly and bizarre cross-promotions before, but this… this is just weird. THE MUMMY and the Olympics. I get that China is their linking bond, but is it reallythat strong of a linking bond? I think most people are going to think ‘what the hell does THE MUMMY have to do with the Olympics?,” but maybe I’m underestimating the masses.
Anyway, get ready for an onslaught of cross-bred marketing spots on NBC for both the Olympics and THE MUMMY 3 starting July 18th, and watch for THE MUMMY: TOMB OF THE DRAGON EMPEROR in theaters everywhere August 1st. Oh, and the Olympics in Beijing, which start one week later on August 8th.
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