News
'Eat Pray' Feasts On Merchandise Ties
By Robert Marich
Aug. 13, 2010 – Sony Pictures did impressive job licensing merchandise for Eat Pray Love that opens today, no doubt playing off its pedigree of a best-selling 2006 novel and the star power of Julia Roberts.
Kudos to Sony merchandising. But unfortunately the reviews on the film are negative, though it remains to be seen how the female audience reacts at the box office. The Hollywood Reporter published an interesting story on merchandise about Eat Pray Love noting that licensed products include the “ ‘I Deserve Something Beautiful’ lotus petal necklace (Dogeared Jewels and Gifts, $72) to the ‘Only True Love Remains’ organic tee (Signorelli, $45) to the official prayer beads (World Market, $4.99).”
“The exotic locales proved a natural fit for Cost Plus World Market stores, which placed prominent special sections in its 263 locations featuring items split into the specific countries,” says the Hollywood Reporter article by Bryan Alexander. “Sony receives a percentage of the sales for the 11 items it licensed, but the displays also are meant to push people to see the movie. Shoppers can pick up the tunic Roberts wore onscreen in India ($19.99), Love-labeled Pinot Grigio from Italy ($9.99) and a replica day bed like the one Julia reclined on in Bali ($359.99).”
At Cost Plus World Market Stores, movie-themed merchandise includes “tunic Roberts wore onscreen in India ($19.99), Love-labeled Pinot Grigio from Italy ($9.99) and a replica day bed like the one Julia reclined on in Bali ($359.99).”
Other tie ins include Home Shopping Network programming a marathon three-days devoted to mechandise of the PG 13 film, in which Roberts goes on a journey of self discovery.
For full text, click link below:
www.hollywoodreporter.com/hr/content_display/news/e3i38fc3a9296f214d3a7b55e6db93bcd61
www.marketingmovies.net/news/shop-tv-ties-to-eat-pray/
adage.com/madisonandvine/article
www.marketingmovies.net/chapters/chapter-5-merchandising/