AdWeek reports that Regal Cinemas and Sony Pictures Entertainment (SPE) have signed a deal in which SPE will get a two-and-a-half minute block in each 20-minute pre-show at Regal theaters. Included is a clip for Spider-Man 2, coming in June…
Jeff Blake, vice chairman of SPE in Culver City, Calif., said at first the block would be used for Sony’s movie, home entertainment and online enterprises, but that it could be opened up to other divisions once the firm sees “who’s paying attention.”
Blake said a behind-the-scenes short for Spider-Man 2 will premiere in June in advance of the movie’s July 2 release. “The main thing will be to separate the block from the usual trailers and give audiences an expanded look at product,” Blake said. “We give a lot of credit to Regal for making it an added value rather than a distraction.”
Stay tuned for more on the clip as it comes in!