Yahoo on Monday kicked off an advertising campaign for Universal's summer action film "The Hulk." For the first time, Yahoo will allow Universal to run interactive ads on both promotional areas on its home page.
The campaign highlights the Web portal's efforts to lure Hollywood's marketing dollars onto its network of sites. Yahoo CEO Terry Semel, former head of Warner Bros. movie studio, has made it a priority to convince entertainment companies to view Yahoo as a must-buy for their marketing budgets. Hulk ads will also run on most Yahoo Movies pages and many of Yahoo's other properties such as games, Launch, mail and sports on Monday and Tuesday.