Last week was about ‘Christmas’, this week is about the end of the world. The hype about the year 2012 spanned the making of the film with the same title.Whether the end is happen in two years or not, it makes for a great disaster film.

Sony really did it big for pre-promotion. Back during the summer, commercials for the Institution of Human Continuity started rolling on most cable networks, inviting people to join and save themselves before it’s too late. I was even fooled for a second. Of course a few took it way too seriously forcing Sony Pictures ended to make the disclaimer more visible. Despite that, it was a good campaign for the movie and I’m sure Sony will reap the benefits this weekend.

Trailer is below and so is the IHC commercial that ran this summer.If you have a chance check out IHC.  Before the disclaimer was added it read like a legitimate group of wackos. And while you’re at it read about the year 2012.

2012

IHC  TV Spot