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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.

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Could they be a Rut-ro! Shaggy
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