A total of seven minutes of "2012 (2009)" will be made available for viewing pleasure on October 1. On Wednesday, September 23, Sony Pictures' president of Worldwide Marketing Marc Weinstock announced the studio's plan to release a two-minute sequence from the global disaster movie in the largest marketing "roadblock" ever for a movie.
"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 Thursday, between 10:50 P.M. and 11:00 P.M. EDT/PDT," part of the press release read. The footage will air simultaneously on 450 TV outlets in North America.
After the "roadblock", an extended five-minute sequence that exposes the conclusion of the two-minute footage will also be made available to view. The additional preview will be shown on Fancast.com and on Comcast On Demand.
" '2012' is an extraordinary film that captures the imagination and attention of all moviegoers from 13 years-of-age on up," Weinstock said of the promo effort. "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."
Interlacing the prophecy in Mayan calendar with natural disasters, "2012" presents an epic adventure about a global cataclysm leading to the end of the world. Despite its end-of-the-world tone, this disaster movie will focus more on the heroic struggle of the survivors. John Cusack, Amanda Peet, Chiwetel Ejiofor, Danny Glover, Thandie Newton, Oliver Platt and Woody Harrelson star. November 11 will be the day this movie shakes U.S. theaters.