• by OMMA Magazine Writers , September 3, 2010

The film might have been a predictable drivel-fest, but 2012's media takeover was an impressive show that got movie-goers on their way to theaters before they thought to check Metacritic. On October 1, 2009, UM orchestrated the alignment of television's stars, as they reworked ad breaks across 310 outlets to deliver a two-minute teaser trailer that reached 90 percent of audiences watching ad-supported TV. Site traffic increased 278 percent, 26 percent of moviegoers cited the "integrated roadblock" as a source of awareness, and the film opened at number 1, raking in $65 million.