By Paul Greeley, 817-578-6324, Paul@NewsBlues.com

WAVE, Gray’s NBC affiliate in Louisville, created a new weather promo touting its coverage of extreme weather and saw an opportunity to show it to folks who might not be familiar with the station’s weather coverage.

So they showed it in a place with a captive audience and a big screen.

They partnered with Xscape Theaters to show the WAVE weather promo ahead of the movie, Twister.

“I see my work on TV every day, but something about it playing in a theater on a big screen is a really special thing,” says Scott Isaacs, WAVE’s senior marketing producer.

Issacs says the station wanted to make the 30-second spot as big as the movie that the audience was there to see.

“I scoured through footage from our meteorologists’ tornado-chasing excursions and tied that to more recent footage we had shot after the Mayfield tornados which are still fresh in people’s memories here,” Isaacs says.

In theater version:

Kevin Harned, WAVE’s Chief Meteorologist, and Marketing Director Wade Capps came up with the concept and script, he says.

“We played around with several ideas from taking a fun approach playing off popular movies to a more straight forward and dramatic approach that displays our team’s experience and expertise in the event of devastating tornados. The end-product turned out to be one spot that I am really proud to have played a role in bringing to life.”

On Air Version:

How WISN Became the #1 Rated News at 5, 6 and 10 in Milwaukee