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Wolverine Crashes CBS Comedy

Movie advertising integrated into 'How I Met Your Mother'

"X-Men Origins: Wolverine" recently received nods in "How I Met Your Mother" as the two Twentieth Century Fox products experience intensifying collaborations under the News Corp. banner. The series displayed "X-Men Origins" movie posters on a New York street, and featured a scene where characters wrestled with Wolverine-style claws, according to trade publication Variety.

The integration deal with "How I Met Your Mother" was finalized after a CBS agreement to incorporate Wolverine on "The Big Bang Theory" fell through.

"The Big Bang Theory" was seen as a prime advertising opportunity since it includes characters with a savvy eye for pop culture. However, the show's executive producer Chuck Lorre, who also heads the top-rated comedy "Two and a Half Men," was against the deal, according to one source.

As a result, the new Fox Filmed Entertainment regime, co-chaired by Jim Gianopulos and Tom Rothman, was left to seek an alternative. CBS stepped forward offering "How I Met Your Mother," and Fox agreed.

Similar advertising campaigns are undoubtedly gathering on the horizon. One thing is certain, it presents studios with a low-cost alternative, and is especially useful for targeting viewers fused to their DVR's fast-forward button.

"X-Men Origins: Wolverine" hits theaters May 1.

About the Author

Bryant L. Griffin is managing editor for Airlock Alpha and 1701News. He has served as an editor and news reporter at a major-metro newspaper in Tampa and as a journalist in the U.S. Army. In 2002, he joined Nexus Media Group Inc., contributing to many early design concepts before shifting his focus back to writing. Bryant hails from Tampa, Fla.
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