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Summit Entertainment Teams With NBCUniversal's Fandango to Promote 'Red 2'

The cross-platform marketing campaign will bring Fandango's Weekend Ticket to TV screens in a series of vignettes featuring Bruce Willis, Helen Mirren and John Malkovich.

Red 2 Willis Malkovich - H 2013
Summit Entertainment
"Red 2"

NBCUniversal and Lionsgate’s Summit Entertainment are teaming up for a cross-network promotional push that will bring Fandango’s Weekend Ticket to TV via 60-second vignettes for Summit’s Red 2, which hits theaters July 19.

Weekend Ticket is the NBCUni-owned Fandango’s new release feature that has correspondent Dave Karger previewing new movie releases. This is the first time Weekend Ticket will be on TV screens. The Red 2 spots will air on USA, Syfy and E! beginning Monday. Fandango.com also will debut exclusive Red 2 marketing on its site with a video gallery featuring extended interviews with the film’s stars which includes Bruce Willis, John Malkovich, Mary-Louise Parker, Catherine Zeta-Jones, Byung Hun Lee, Anthony Hopkins and Helen Mirren.

VIDEO: 'Red 2' Trailer: Bruce Willis Enlists Anthony Hopkins for Mission

“We were looking for an innovative way to break through the summer clutter and highlight the incredible cast of Red 2, and NBCUniversal and Fandango were ideal partners with whom to explore some of these fresh initiatives,” Nancy Kirkpatrick, Summit president of worldwide marketing, said in a statement. “This promotion provided us with the perfect opportunity to reach moviegoers through the largest online ticketing site and a suite of targeted networks.”

Added John Shea, chief marketing officer, integrated media at NBCUni: “We have seen that viewers who watch movies on TV are more likely to go to the movies in theatres and the seamless integration of our network portfolio and digital platforms is a powerful way to encourage that activity.”