NBC Universal is launching a marketing campaign next week that blends imagery from the Summer Olympics and Universal Pictures' The Mummy: Tomb of the Dragon Emperor, capitalizing on that they're both set in China, according to The Hollywood Reporter.
The campaign kicks off Tuesday with an extended 150-second spot that will run during the NBC series America's Got Talent.
The spot, which also will be cut into variations ranging from 10 seconds to two minutes for NBC Uni's cable networks and in-theater pods, utilizes special effects that fuse Olympic footage with The Mummy: Tomb of the Dragon Emperor scenes.
In the film, the mummy of an ancient Chinese emperor returns from the dead, along with the region's legendary terra cotta warriors. Much of The Mummy: Tomb of the Dragon Emperor was shot in China, which will host the 2008 Olympics in Beijing in August.
The campaign begins in theaters July 18 via National CineMedia.