News
TV Shopping Ch. Sells 'Footloose' Gear
By Robert Marich
Another late add: link to Advertising Age article & text
Late add: Paramount announces six other promo partners in addition to HSN...
Sept 22, 2011- Paramount Pictures remake of Footloose gets a day-long plug on TV shopping channel HSN (Home Shopping Network). The theatrical film--which is still unrated--opens Oct 14, which is two days after the on-air HSN merchandise blitz.
“Inspired by (Footloose), the multi-platform HSN event will include the Fall’s hottest collections of high-end contemporary footwear, fashions, accessories and beauty including the HSN debut of Zodiac USA and Keds,” says an HSN press release. “The event will also feature exclusive denim from Levi’s Curve ID and footwear from DKNYC, Libby Edelman, La Victorie. Designers Matt Bernson Special Project, Vince Camuto, Steven by Steve Madden and Twiggy LONDON will also have exclusive styles including their own version of the film's iconic red cowboy boots.”
"The broad scope of this HSN Footloose movie partnership combining pre-promotion on air and online with the daylong broadcast event, custom publishing, and a print campaign definitely will build the excitement for the film with the vast HSN audience," commented LeeAnne Stables, Executive Vice President of Worldwide Marketing Partnerships for Paramount Pictures. "We are thrilled to be working with the HSN team on such a valuable and integrated program."
The press release also quotes Bill Brand, EVP of Programming, Marketing and Business Development.
The HSN sales event is an integration--the movie is meshed into the show--as well a a promotion for the movie since a third party provides publicity. It is also an opportunity to sell Footloose licensed merchandise, though HSN items will be a mix of official licensed products and other clothing that is compatible.
In addition to HSN, Paramount put out its own press release saying it is also partnering for Footloose with P&G beauty products brand Herbal Essences, bus transport Greyhound, the 80-store retail chain Bootbarn, beauty brand Salon Perfect, drug store chain giant Walgreens and shoe cushion insert Foot Petals. Herbal Essence and Greyhound have sweepstakes connected to the film.
Says the Advertising Age article, “The promotions behind the day-long production include a Footloose-themed magazine created with Footwear News, print ads in Lucky magazine, and correspondence with HSN credit-card holders. Promotions have already reached several million people.”
In August 2010, HSN mounted a three day merchandise event tied to Sony Pictures Eat Pray Love offering 400 products.
For full text, click links below; this website’s text is fully searchable via searchbox at center left of homepage.
media.prnewswire.com/en/jsp/latest.jsp
www.hsn.com/footloose/_c-fl_xc.aspx
media.prnewswire.com/en/jsp/latest.jsp
www.marketingmovies.net/news/shop-tv-ties-to-eat-pray/
www.marketingmovies.net/chapters/chapter-5-merchandising/
adage.com/article/mediaworks/hsn-partners-paramount-sell-footloose-fashions/230359/
www.marketingmovies.net/chapters/chapter-4-tieins-prod-placement/