NBC Universal Will Cross-Promote Olympics, "The Mummy" Sequel

NBC Universal next Tuesday is launching a marketing campaign that "blends imagery from the Summer Olympics and Universal Pictures' 'The Mummy: Tomb of the Dragon Emperor'" in an effort to capitalize on the fact both are set in China, according to Andrew Wallenstein of the HOLLYWOOD REPORTER. The spots utilize "special effects that fuse Olympic footage with 'Mummy' scenes." One example includes a "backflip by one of the film's stars, Michelle Yeoh, who morphs into a gymnast on a balance beam," while in another, a "fight between stars Brendan Fraser and Jet Li is transported to fisticuffs in a boxing ring." The campaign kicks off Tuesday with an extended 150-second spot that will run during NBC's "America's Got Talent." The campaign begins in theaters July 18 via National CineMedia. The extended ad will be "cut into variations ranging from 10 seconds to two minutes for NBC Uni's cable networks and in-theater pods" (HOLLYWOOD REPORTER, 6/27).