NBCU/Comcast Readies For Mega-Marketing Packages

NBCU CEO Steve Burke indicated the spring premiere of Universal film "Hop" will serve as a laboratory for the promotional opportunities the new company offers across its properties. No doubt, if the multiplatform -- a term that sounds so limited when Comcast NBCU is concerned -- initiative works, the company will have grist as it takes it outside and offers some sort of mega-marketing package to big spenders.

What will be the metric? The 2010 Universal-distributed film "Despicable Me" - done with the same partners as the "Hop" - grossed some $250 million-plus in the U.S., so there's one benchmark. That film actually used some promotional integrations with corporate sibling NBC. For one, calling on "Biggest Loser" trainer Jillian Michaels to do promo videos with two animated characters from the movie. According to the memo sent by Burke announcing appointments before Comcast NBCU was formed, two executives stand out as playing top roles in cross-company sales: Ed Swindler, ad sales COO at NBCU, and Page Thompson, charged with integrating Comcast's technological and distribution capabilities with NBCU's programming arsenal.