Walt Disney has announced a plan to cross promote Tim Burton's Alice in Wonderland on all the networks the company owns (ABC, ESPN and ABC Family). The plan is to show exclusive first look videos of the much anticipated film on January 31, and then unveil a huge Super-Bowl spot during the game on February 7. According to Disney, the 60-second custom spots will feature never before seen footage of the film that arrives on March 5.
"We wanted to kick off our television campaign for 'Alice in Wonderland' in a big way," says David Singh, executive vice president of worldwide marketing for Walt Disney Studios Motion Pictures. "With Tim Burton at the helm and a cast that includes Johnny Depp, Anne Hathaway, Helena Bonham Carter and rising star Mia Wasikowska, the film already has a passionate following. Fans are eager to step into the incredible 3D Wonderland that Burton has created and get a glimpse at what he's done with these brilliant characters, and we're ready to give it to them."
Hit the jump for a 15 second promo video for the cross network promotion, plus you can check out the first look schedule for all the networks:
FIRST LOOK SCHEDULE
ABC
"Desperate Housewives," Jan. 31, 9/8c
"The Bachelor," Feb. 1, 8/7c
ESPN
2010 NFL Pro Bowl, Jan. 31, 7:20ET
NBA NUGGETS/LAKERS game, Feb. 5, 10:30ET
ABC FAMILY
"Greek," Feb. 1, 10/9c
"The Parent Trap," Feb. 6, 8/7c
Cross-network promo spots for the stunt begin on Jan. 26, 2010.
Here's what we were sent plus the video:
Walt Disney Studios Motion Pictures is teaming up with sister networks ABC, ESPN and ABC FAMILY for a week-long, cross-network extravaganza that will send viewers straight down the rabbit hole with "ALICE IN WONDERLAND." The stunt provides 60-second first-looks customized for each network, all of which will air between Jan. 31 and Feb. 6, 2010. Featuring exclusive, never-before-seen footage from visionary director Tim Burton's 3D theatrical motion-picture event, the first looks will culminate with a spectacular Super Bowl spot on Feb. 7, 2010. Entitled "Tick-Tock," this action-packed spot features intense imagery and a few surprises from Burton's Wonderland.
ABOUT THE MOVIE
From Walt Disney Pictures and visionary director Tim Burton comes an epic 3D fantasy adventure ALICE IN WONDERLAND, a magical and imaginative twist on some of the most beloved stories of all time. JOHNNY DEPP stars as the Mad Hatter and MIA WASIKOWSKA as 19-year-old Alice, who returns to the whimsical world she first encountered as a young girl, reuniting with her childhood friends: the White Rabbit, Tweedledee and Tweedledum, the Dormouse, the Caterpillar, the Cheshire Cat, and of course, the Mad Hatter. Alice embarks on a fantastical journey to find her true destiny and end the Red Queen's reign of terror. The all-star cast also includes ANNE HATHAWAY, HELENA BONHAM CARTER and CRISPIN GLOVER. The screenplay is by Linda Woolverton.
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