Columbia TriStar International Television will use actors
from its hit movie Big Daddy as part of its pay-per-view promotional campaign for
Television spots for the film, which generated more than
$160 million at the box office, will feature Big Daddy cast members Jon Stewart and
Rob Schneider encouraging viewers to order the movie, Columbia TriStar executives said.
Big Daddy, which stars Adam Sandler, premieres on PPV
in January, and it will carry a lengthy 60-day home-video window.
"Rob and Jon were just having fun, and their natural
energy and enthusiasm translates into a compelling message for Big Daddy and the
movie pay-per-view business in general," Columbia TriStar vice president of marketing
Cheryl Kroll said.
Operators were also supportive of the spots. "We have
not seen celebrity spots with such a strong push for the category before, and we are
excited by the industry support of movies on pay-per-view, which these spots
exemplify," AT&T Broadband & Internet Services manager of partnership
marketing and PPV Steve Schuh said.
"Jon Stewart and Rob Schneider are funny and natural
promoters for the release of this great movie on pay-per-view," Cox Communications
Inc. of Northern Virginia PPV manager Ted Hodgins said. "We plan to run the spots in
heavy rotation on our barker and cross-channel avails."
Columbia TriStar will showcase the spots with national
cable buys on Comedy Central, E! Entertainment Television, MTV: Music Television, ESPN,
Turner Network Television, TBS Superstation, The Learning Channel, FX, VH1, TV Guide
Channel and Cartoon Network.
In addition, the studio is expected to purchase online ads
on such Internet sites as America Online Inc. and cable-network sites for Playboy TV,
Comedy and MTV, Kroll said.
The movie is one of several top titles to premiere in
January. Also on the schedule are Deep Blue Sea ($75 million at the box office), Austin
Powers: The Spy Who Shagged Me ($205 million), The General's Daughter
($102 million), Inspector Gadget ($95 million), South Park: Bigger, Louder and
Uncut ($52 million), The Haunting ($90 million) and Wild Wild West ($113