Showcase unveils new "ad-within-a-movie" spot to promote Hangover 3 release

TORONTO – To help advertisers engage more viewers during televised shows, Shaw is unveiling a new promotion this weekend that bypasses the traditional commercial break and makes the ad part of the program’s content. Viewers watching Showcase’s airing of The Hangover on May 18 at 10 p.m. ET will see the new promotion Shaw is calling “live on screen” integration, which will feature a promotion of Warner Bros upcoming Hangover Part III that’s been seamlessly integrated into scenes of the movie. Shaw’s director of marketing ventures, Ann-Marie Spurr, likens the ad-in-a-movie integration to a director’s cut of a film, as...