Starting on Friday, CBS and Turner Sports will roll out a multiplatform campaign featuring the rock band Kings of Leon in order to promote the NCAA Tournament.

Tournament footage will be weaved into the band’s video, “The Immortals,” and shown on 5,800 movie screens across the country until March 17.

“We are proud to be working with Kings of Leon throughout the tournament and using their powerful song “The Immortals” as a theme of our marketing campaign and coverage,” said Christina Miller, senior vice president of Turner Sports strategy, marketing and programming. “Our extensive multi-platform campaign will help communicate to fans the exciting new changes to the tournament’s coverage, particularly that every single game will be broadcast live nationally for the first time ever, allowing fans to choose which games they want to watch.” Read more