USA Network and Universal Pictures have partnered to develop, produce and package three customized vignettes using footage from Universal Pictures’ upcoming comedy adventure Land of the Lost, starring Will Ferrell, it was announced today. The spots will debut as part of “Character Uncovered,” a USA branding initiative that explores some of the most famous characters in pop culture, it was announced today by Chris McCumber, executive vice president, marketing, digital and brand strategy. Land of the Lost hits movie theaters on Friday, June 5, 2009.
Through the channel’s continuing efforts to expand its Characters Welcome brand, this series of :30 and :40 vignettes will feature Ferrell as he takes USA viewers through Q&As and anecdotes about his Land of the Lost character, discredited scientist Dr. Rick Marshall. As Marshall, he makes a number of discoveries after falling through a space-time vortex. The vignettes will appropriately feature three of the film’s prominent themes: Dinosaurs, slow-moving reptiles known as Sleestak, and Paleontology.
“We’re pleased to work with our sister company Universal Pictures to help promote one of the studio’s summer tent-pole films,” said McCumber. “Our character-centric brand gives us license to bring Will’s character to life in an organic way so we can engage viewers before the film’s release.”
Set in the USA Character Lounge, a colorful, inviting living room set accessorized with props tied to themes from the movie (e.g., dinosaur knick-knacks, fossils, pick-axes), Ferrell uses his comedic skills to describe his journey in the film. USA will air a total of forty (40) :30 and :40 second vignettes over a 10-day flight leading up to the release of Land of the Lost. The spots will air during primetime and during repeats of USA’s original programming including the Sunday night -block of “Law & Order: Criminal Intent” and “In Plain Sight.”