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July 6, 2008

THE 2008 BEIJING OLYMPIC GAMES AND 'THE MUMMY: TOMB OF THE DRAGON EMPEROR' TO BE PRESENTED IN MULTI-NETWORK 'TAKEOVER' BY NBC UNIVERSAL

Beijing Olympics and Upcoming Epic Adventure Starring Brendan Fraser and Jet Li Receive Joint Promotion with Innovative Co-Branded Feature.


NBC


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NBC Universal announced that it has assembled all of its family units to promote two enormous August events in China -- the upcoming 2008 Beijing Olympic Games and the next chapter in the blockbuster Mummy adventure series. According to NBC, this is to be done through a co-branded spot that represents "the most comprehensive synergistic effort ever mounted by NBC Universal". The piece features settings and characters from "The Mummy: Tomb of the Dragon Emperor" and athletes seamlessly blended in sequences in which the action from the film transforms into Olympic events. It premiered on July 1 on all NBC networks and will run throughout August.


NBC SPORTS


The NBC announcement says that "THE MUMMY: TOMB OF THE DRAGON EMPEROR" hits theaters worldwide on August 1, and the 2008 Beijing Olympic Games coverage begins on NBC on August 8. The blockbuster global Mummy franchise takes a turn as the action shifts to Asia for the next chapter in the adventure series, "The Mummy: Tomb of the Dragon Emperor". Brendan Fraser returns as explorer Rick O'Connell to combat the resurrected Han Emperor (Jet Li) in an epic that races from the catacombs of ancient China to the neon-lit streets of post-war Shanghai and high into the spectacular Himalayas. Rick is joined in this all-new adventure by son Alex (newcomer Luke Ford), wife Evelyn (Maria Bello) and her brother, Jonathan (John Hannah). And this time, the O'Connells must stop a mummy awoken from a 2,000-year-old curse who threatens to plunge the world into his merciless, unending service.


China Wall


Doomed by a double-crossing sorceress (Michelle Yeoh) to spend eternity in suspended animation, China's ruthless Dragon Emperor and his 10,000 warriors have laid forgotten for eons, entombed in clay as a vast, silent terra cotta army. But when dashing adventurer Alex O'Connell is tricked into awakening the ruler from eternal slumber, the reckless young archaeologist must seek the help of the only people who know more than he does about taking down the undead: his parents.

As the monarch roars back to life, our heroes find his quest for world domination has only intensified over the millennia. Striding the Far East with unimaginable supernatural powers, the Emperor Mummy will rouse his legion as an unstoppable, otherworldly force...unless the O'Connells can stop him first. Now, in "The Mummy: Tomb of the Dragon Emperor", the trademark thrills and visually spectacular action of the Mummy series will be redefined for a new generation.


NBC Film Reel


"The Mummy: Tomb of the Dragon Emperor" is helmed by director Rob Cohen (The Fast and the Furious, xXx) and written by Alfred Gough & Miles Millar (Spider-Man 2, television's Smallville). Reprising their roles as producers in the series are Bob Ducsay, Sean Daniel, Stephen Sommers and James Jacks.


UNIVERSAL PICTURES


Universal Pictures is a division of Universal Studios. Universal Studios is part of NBC Universal, one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBC, "America's Olympic Network," owns the exclusive U.S. media rights to the Olympic Games, television's most powerful property, through 2012, which includes Beijing in 2008, Vancouver in 2010 and London in 2012. The 2008 Olympic Games from Beijing, China, will represent the 11th Olympics broadcast by NBC, a record for the most Olympic broadcasts by any network. From August 8-24, 2008, NBC Universal will present an unprecedented 3,600 hours of coverage, highlighted by NBC in primetime with live swimming, gymnastics and beach volleyball and more than 2,200 hours of live streaming video for the first time on NBCOlympics.com. In August 2004, 203 million viewers watched as the networks of NBC Universal -- NBC, MSNBC, CNBC, USA, Bravo, Telemundo, and NBC's HD affiliates -- offered a then record 1,210 hours of Olympic coverage from Athens.

Source: Universal Pictures

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Edited & Posted by Surender Hastir | 9:35 AM | Link to this Post


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