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Peeks perform for MTV, allies


April 27, 2007 "Years ago the majority of our movie promotions were longform programming, half-hour shows," said John Shea, executive vp integrated marketing and brand partnerships at MTVN Music and LOGO Group. Shea said that when they're built around the right movie for the MTV audience, movie trailers and sneak peaks hold onto or build the MTV audience, with viewers considering these "less traditional forms of commercial messaging just as good as traditional entertainment and content." Shea said the "Spider-Man 3" promotion marked the first time MTV has promoted both a video game and movie.

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