Sony Pictures has signed to a deal to sponsor CNN video podcasts, making it the first major studio to do so. Sony’s first campaign, is a promotion for the football drama “Gridiron Gang,” starring Dwayne “The Rock” Johnson.

The spots run as brief preroll on CNN video podcasts.

CNN began video podcasting in June and now averages more than 4 million served each month. According to reports, Sony was attracted by the video podcasts’ broad demographic reach and by a strong correlation between video podcast viewers and moviegoers.

via Yahoo!