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NBC Universal is launching a marketing campaign next week that blends imagery from the Summer Olympics and Universal Pictures’ The Mummy: Tomb of the Dragon Emperor, capitalizing on their common ground: Both productions are set in China.
The campaign kicks off Tuesday with an extended 150-second spot that will run during the NBC series, America’s Got Talent.
The spot, which also will be cut into variations ranging from 10 seconds to two minutes for NBCU’s cable networks and in-theater pods, utilizes special effects that fuse Olympic footage with Mummy scenes.
One such moment includes a backflip by one of the film’s stars, Michelle Yeoh, who morphs into a gymnast on a balance beam.
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