Director Roland Emmerich and actors John Cusack (C) and Chiwetel Ejiofor (R) pose during a photocall at the Palacio Kursaal to promote 2012 on the seventh day of the 57th San Sebastian Film Festival September 24, 2009. REUTERS/Vincent West

Sony Pictures is orchestrating an unprecedented preview ad campaign for 2012, the latest disaster film from Roland Emmerich.

Two minutes of the movie will air on almost every major North American network and cable channel on October 1 between 10:50 and 11:00 P.M. ET/PT.

The movie sequence will air on ABC, NBC and CBS, 89 cable outlets, local stations and Spanish-language networks throughout the U.S.

Hoping to reach about 90 percent of all households watching commercial TV at that time, the studio is projecting an audience of 110 million viewers. This roadblock, as the studio calls it, is costing about $4 million, according to sources.

The two-minute scene will end in a cliffhanger, and the audience will have the opportunity to see the conclusion on and Comcast on Demand. Sony aims to replicate the roadblock in other countries at the end of October. The movie opens worldwide November 13.