A three-month extravaganza of meetings, phone calls, emails and negotiations ensued, culminating in the largest broadcast, cable, and online preview in the history of movie marketing. First, the moment was set for Thursday, October 1, 2009, 10:55PM EST/PST. A 2-minute clip would run on-air, driving to Fancast.com and Comcast-on-Demand for a 5-minute extended clip, all within a 10-minute window on six English and Spanish language networks, 214 local stations, and 90 cable networks. The agency conquered all time zone challenges and negotiated with partners to reformat their programs where necessary.Next, “tune-in” and follow-up support was arranged. In addition to publicity efforts and Sony partner Comcast’s support, all media partners were engaged to promote the event with US$500,000 in media value across television, radio, newspaper, outdoor and search – 90% of it as value add. Starting at midnight, a Yahoo! half-day homepage became the finale to the event.

Delivery:-115 million TV impressions – more than the Super Bowl-90% reach against viewers watching ad-supported television -Only 6 units ran incorrectly, 2 due to live sports -Yahoo! half-day Homepage – 98 million impressions Brand and Online Metrics: -Awareness jumped 43% following the roadblock (NRG)-26% of opening weekend audiences cited the roadblock as an awareness source -Twitter conversations increased tenfold, peaking at 4,000+/hour 2/10 -Official site visits increased 280% in one dayBox Office: -North American box office of US$166 million, $65 million opening weekend.-# 8 November opening of all time