DC Comics are creating a thirty second cinema ad to promote the DC Relaunch, of the "New 52" through September. Each ad will include an end card that retailers can add their logo, address and offer details on, when it airs in local cinemas. DC will pay 75% of the cost of the ad, while the retailer named will pay the remaining 25%.
Retailers will need to go through their National Cinemedia rep for full details on 1-800 SCREEN 1.
It wouldn't be unreasonable to expect elements of the cinema ad to appear in the television ad campaign, also being developed for the same timeframe.