Walt Disney Studios Canada has begun a promotion in association with the Rogers digital television service The Aquarium Channel. The initiative supports the upcoming 3D theatrical re-release of the film Finding Nemo on Sept. 14. For 27 days, animated characters from the movie will take the place of the usual view of an aquarium displayed by the channel. The service will be renamed the Finding Nemo Channel for the duration of the promotion. In addition, a two-minute trailer for the movie will play at regular intervals. According to the company, this is the first time The Aquarium Channel has undertaken such a product placement. "Finding Nemo is one of Disney Pixar's most beloved and popular stories, with fans of the film eagerly awaiting its return to the big screen," said Greg Mason, marketing vice-president at Walt Disney Studios Canada. "The Aquarium Channel presented a perfect opportunity for us to showcase the characters and promote the 3D theatrical release in a fun and unique way."