Disney Film "Tomorrowland" Buys Unique In-Programming Ad On "SportsCenter"

During a May 21 episode of "SportsCenter," viewers will see anchor Jay Harris "come upon a pin with markings from ‘Tomorrowland,’ the new film starring George Clooney slated to launch” the next day, according to Brian Steinberg of VARIETY. When Harris “touches the pin, the entire set of the show will suddenly turn into a scene from the movie.” Not too soon after, the show “will transition into a trailer from the movie, which is distributed by Walt Disney Studios.” It is a “new kind of commercial that ESPN hopes to design for advertisers willing to invest more in the network -- a ‘takeover’ of a program that is designed by the sports-media juggernaut’s in-house unit ESPN CreativeWorks.” ESPN has “offered to help sponsors tailor commercial pitches for the last five years and a host of other outlets have begun to make available similar services in hopes of capturing more ad cash from marketers.” ESPN President of Global Sales & Marketing Ed Erhardt said the net hopes the takeover will “spur other categories to get innovative and create their own unique story” by using the company’s programming. ESPN execs said that the Disney studio is “paying for the commercial” and “not enjoying a special benefit because the two units share a corporate parent.” Execs have “taken care to make sure viewers understand they are seeing a commercial” (VARIETY.com, 5/12).