Sony Pictures is orchestrating an unprecedented preview ad campaign for “2012,” the latest disaster film from Roland Emmerich by airing a two-minute scene from the film simultaneously on nearly all broadcast and cable outlets next week, the company announced Wednesday.

The clip will air on ABC, NBC, CBS, 89 cable networks, local stations in the top 70 markets and Spanish-language networks through the U.S. on Thursday, Oct. 1, between 10:50 and 11 p.m EST/PST.

Comcast is supporting the multi-million dollar promotional campaign, and Sony estimates the so-called “roadblock” could reach 90% of all households watching ad-supported TV, or nearly 110 million viewers. When combined with online and mobile streams, that could increase to more than 140 million.

After the scene airs, viewers will be able to log on to fancast.com or Comcast On Demand to see the conclusion of the cliffhanger scene in an extended five-minute sequence.

Overseas, the 2012 roadblock will be replicated in countries at the end of October.

2012 stars John Cusack and Amanda Peet, the film about a global event that brings an end to the world and only leaves a few survivors behind will be released on Nov. 13.