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MTV Networks and Warner Bros. are plotting an ambitious cross-network promotion effort for upcoming theatrical release Sherlock Holmes, a takeover execution designed to match signature elements of the film with the unique brand profiles of nine MTVN channels. Estimates place the deal’s value between $3.5 million–$4.5 million.
Having secured the cooperation of Sherlock stars Robert Downey Jr. and Jude Law, as well as director Guy Ritchie, MTVN set up its own exclusive minijunket, shooting interviews with the three principals over the course of two days.
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