NEW YORK (CNN/Money) -
Don't be alarmed when you spot spider webs covering the bases at a baseball game next month. The eye-catching spider web pattern is just the latest marketing move by Columbia Pictures in an attempt to promote "Spider-Man 2."
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Advertisements for Columbia's "Spider-Man 2" will be placed on first, second and third base at major league ballparks during games from June 11-13.
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Major League Baseball announced Wednesday that advertisements for the summer superhero flick will be placed on first, second and third bases at major league ballparks during games from June 11-13. The advertisement will not appear on home plates.
The promotion is believed to be the first time ads will appear on the bases during a major league game, said MLB. MLB decided to allow the ads for the action film, based on a superhero character from a Marvel comic book, in hopes it would help baseball reach out to a younger demographic.
"Spider-Man 2 Weekend is a part of our continuing marketing efforts to appeal to younger fans in new and non-traditional ways," Tim Brosnan, EVP of Major League Baseball, said in a statement.
The baseball committee said 15 MLB teams have agreed to participate in this promotion. But a newspaper report said one major factor that helped persuade the teams to play is money.
Teams such as the New York Yankees and Boston Red Sox will receive more than $100,000 each, while those in other markets will get around half that, the Wall Street Journal said, citing baseball club executives.
In addition, clips from the sequel to the 2002 summer blockbuster will be shown on stadium video boards as a promotion, according to the baseball committee.
Columbia Pictures is owned by Sony Corp. (SNE: Research, Estimates) "Spider-Man 2" is scheduled for release on June 30.
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