Universal Studios will take over all the ad space on the Yahoo! Web site for 24 hours to advertise its new movie "The Hulk." Universal is the first movie studio to purchase all the advertising on the page.
Continuing its movie-buying spree, FX will pay $11 million for the cable-network rights to Adam Sandler's "You Don't Mess With the Zohan," which the channel will be able to premiere in late 2010. Other big-ticket films that will show up on FX are "Iron Man" and "The Incredible Hulk."
Kmart has entered a three-way Father's Day marketing deal with Universal Pictures and Burger King to promote "The Incredible Hulk." Shoppers who purchase $50 in Kmart "Incredible Dad" gift cards by June 15 will get two general admission coupons.
FX has pre-bought the basic cable rights to upcoming theatricals "Iron Man" and "The Incredible Hulk" from Marvel Studios. "Iron Man," starring Robert Downey Jr. and Samuel L. Jackson, hits theaters May 2, while "The Incredible Hulk," which stars Edward Norton in the title role, opens June 13.