One of the biggest blockbusters of the season is about to take over TV this month as well.

Before it hits theaters on Nov. 20, The Hunger Games: Mockingjay - Part 2 will be featured across NBCU’s portfolio in a sponsor deal with Lionsgate that includes branded takeovers and a full exclusive preview.

The sponsor deal is part of a shift in network sponsorships toward longer-form branded content in favor of commercial sales and 30-second spots.

Behind-the-scenes videos will begin to air on NBC, as well as Bravo, E!, Oxygen, Syfy and USA, launching with a new episode of The Voice on Tuesday, Nov. 10.

The special will air alongside special first-look spots of each channel’s original shows, including The Royals on E! and Childhood’s End on Syfy. The content will air on the cable networks starting Nov. 12, as well as on Fandango and E! Online.

“NBCUniversal is uniquely positioned to develop scalable opportunities for movie studios across our gigantic portfolio,” said Cherie Cohen, SVP of portfolio advertising sales at NBCUniversal. “And, paired with Fandango, there is simply no other place to reach these audiences and effectively drive ticket sales. We’re excited to partner with Lionsgate to promote The Hunger Games and serve as the exclusive destination for the film’s rabid fan base.”

The deal includes an exclusive 13-minute look at the upcoming film called The Hunger Games: The Phenomenon, which will air commercial-free during The Voice. The episode will also feature stars Jennifer Lawrence, Liam Hemsworth and Josh Hutcherson, who will announce the feature during the show.

“This is a terrific opportunity for The Hunger Games fans to get an extensive sneak peek behind-the-scenes of the movie, which we know they are eagerly anticipating,” said Lara Kazandjian, EVP of media for theatrical marketing at Lionsgate.

[Image courtesy of Lionsgate]

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