Starting Monday, NBCUniversal will promote the new Summit Entertainment movie, “RED2” on its USA, Syfy and E! cablers with 60-second video vignettes that are tailored for each network’s specific audience and that will prod viewers to buy tickets to the movie using NBCU-owned tickets service Fandango.com.
“All three of these pieces when they appear on air will have two things as common denominators: Opening graphics customized for each channel, including the channel logo in each one of those piece and at the end, a drive to go to Fandango to purchase your ticket,” said John Shea, chief marketing officer for NBCUniversal, in an interview. The Syfy vignette will focus on behind-the-scenes processes, such as how stunts were completed, he said, while E! will put a spotlight on the film’s female stars including Helen Mirren.