"Walt Disney Pictures has announced that exclusive first looks at Tim Burton's Alice in Wonderland will air on ABC, ESPN and ABC Family starting on January 31st and a spot will air during the Super Bowl on February 7th:
'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.
'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.'
FIRST LOOK SCHEDULE:
'Desperate Housewives' Jan. 31, 8c
'The Bachelor' Feb. 1, 8/7c
2010 NFL Pro Bowl, Jan. 31, 7:20ET
NBA NUGGETS/LAKERS game, Feb. 5, 10:30ET
'Greek' Feb. 1, 9c
The Parent Trap Feb. 6, 7c
Cross-network promo spots for the stunt begin on Jan. 26, 2010. The campaign will be supported, and the creative maximized on the studio’s online/social networking sites including Facebook, Twitter, You Tube, Disney.com and more.
The other confirmed movie Super Bowl TV spots so far are for Paramount's Shutter Island, Iron Man 2 and The Last Airbender."
The only real family programming that these spots are going to appear on is The Parent Trap. Other than that, they are gonna appear on non-family programming. Why? It's not like 10 year olds watch "Desperate Housewives"!