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'Spider-Man 2' scores a home run?
Summer movie swings into ballparks via unprecedented marketing deal with Major League Baseball.
May 5, 2004: 4:36 PM EDT

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."

 
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.

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.

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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.  Top of page




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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.