DreamWorks to air promotional spots tied to upcoming 3D movie, on NBC during Olympics

DreamWorks airs movie promo spots during Olympics

HOLLYWOOD, Calif. — DreamWorks Animation SKG Inc. will begin the release Tuesday of a series of animated vignettes tied to an upcoming 3D movie.

The vignettes from “How To Train Your Dragon,” opening March 26, will be tied to NBC’s broadcast of the Vancouver 2010 Olympic Winter Games.

The 30-second spots will be seen on the “Today” Show, CNBC, USA and MSNBC as well as during the Olympics. It will be shown online and on mobile phones as well.

The spots will run until Feb. 18.

The vignettes will show characters from the movie attempting to play in different winter sports.

“How To Train Your Dragon” follows the tale of Hiccup, a Viking teen who doesn’t fit in with his society’s idea of heroic dragon slayers.

NBC Universal is a unit of General Electric Co. Shares of DreamWorks, based in Glendale, Calif., rose 65 cents to $39.38 in midday trading.