LOS ANGELES, June 16 — Universal Pictures is hulking around Yahoo! in a big way. On Sunday night, the studio was set to become the first ever to acquire 100 percent of the ad space at the Yahoo! home page, all part of an intense online ad campaign for "The Hulk."
BEYOND "HULK’S" 24-hour takeover of Yahoo!’s main real estate — set to begin at 9 p.m. Sunday and end at 9 Monday night — the tortured superhero will appear for longer stretches throughout the Yahoo! network and in various rich-media incarnations.
Some online ads will embed "Hulk" showtimes for users’ nearest theaters, based on the ZIP codes of the millions of registered Yahoo! users that have expressed to Yahoo! an interest in movies.
http://www.msnbc.com/news/Yahoo! normally has a handful of advertisers occupy its home page simultaneously, though it has sold that space exclusively, on occasion, to single advertisers such as Pepsi and Hewlett-Packard. Never before to a movie studio. The film opens next Friday.