• April 23, 2003

The Weather Channel is teaming up with Twentieth Century Fox to promote the premiere of the studio's upcoming movie X2: X-MEN United, which will appear May 2 in movie theatres. From April 28 to May 3, an advertising campaign featuring Storm, the character in the movie portrayed by Halle Berry, will be aired on The Weather Channel. The Weather Channel created video products that include five-second creative extensions that utilize the network's tagging capabilities. The five-second tags will run prior to the commercial units that air directly before and after The Weather Channel's primetime show Storm Stories. "The X-2 promotion serves to amplify the film's commercial messages by bridging the gap between Storm Stories content and the Storm character. This unique campaign is a strong example of our commitment to creating personalized advertising packages based on a client's needs," said Lyn Andrews, president of advertising sales at The Weather Channel.