The upcoming Hollywood Julia Roberts film, Eat Pray Love, has an interesting promotional association with the Home Shopping Network (HSN), a US cable TV shopping channel.
HSN will provide 72 hours of programming towards selling products from categories that have some sort of link with the film, including beauty, electronics, home decor, travel, cooking, jewellery and clothes. Note that most of these products are not actually in the film; they are products that have a ‘thematic link’. Part of the film is shot in India, so I’m sure there will be lots of Indian themed bits and pieces.
These programming hours will then be branded with the film. Supposedly this is a cash-free deal. The movie gets lots of screen-time on a network that is popular with the film’s TG (30 – 50 yr old women) and the shopping channel gets a nice fresh, short-term angle to encourage people to tune in to the channel and to buy products.
Its great to see films uncovering ideas like this in order to push their marketing budgets further. So much more interesting than just sticking trailers and posters in front of everyone.
A nice side angle of this is all the free PR a deal like this throws up across a range of media channels, both positive and negative. A humorous (to me anyway) angle of this promotions, is that the film is about a woman who wants to move away from materialism in order to find more meaning in her life 🙂
Separately to the HSN deal, Sony has released a set of fragrances with the names – Eat, Pray, and Love.