TBS Turns 'Despicable' to Promote Universal Film

TBS to integrate animated characters from Universal's Despicable Me into primetime series, on-air campaigns

By Jon Lafayette -- Broadcasting & Cable, 6/23/2010 4:47:41 PM

Computer generated characters from the new movie Despicable Me will be popping up all over TBS for the next few weeks as part of an ad deal between the Turner Broadcasting channel and Universal Pictures.

The promotion begins June 24 with a sponsored episode of TBS's Movie Extra. A second Movie Extra will air July 1.

Movie & a Makeover on June 26 will feature cast interviews and behind-the-scenes footage from Despicable Me.

Next week, characters from the film will be featured in the "tbs breakroom," part of a branding campaign that employs a fictional network headquarters.

Several characters from the movie will also appear in promotion spots airing during TBS's 3 p.m. to 7 p.m. lineup of comedies.

Despicable Me, which stars The Office's Steve Carell, will also be sponsoring episodes of The Office and Neighbors from Hell in primetime, and on July 1, Lopez Tonight will include a sneak peek at the film.

"Universal is thrilled that TBS trusted us to integrate its properties and logo with our inaugural 3D CGI feature," said Annah Zafrani, Vice President of Media Promotions, Universal Pictures.  "We know this type of movie studio integration has never been done in the history of the network, and it's terrific that Despicable Me is a key partner in one of the most innovative theatrical promotions that TBS has ever engaged in."

"Despicable Me" opens July 9.