Promo Extreme
In the continuing quest for ardent fans and movie ticket sales, studios are expanding their marketing arsenal to appeal to home shoppers, a largely female audience of proven purchasers.
Universal Pictures and HSN, formerly known as the Home Shopping Network, are planning 24 hours of programming at the end of May featuring beauty, home and fashion products created specifically to evoke the sensibility of the coming movie “Snow White and the Huntsman.”
“It’s really powerful to link the storytelling and products,” said Stephanie Sperber, president of partnerships and licensing for Universal Pictures, which produced the Brothers Grimm-inspired tale starring Kristen Stewart and Charlize Theron as the dueling beauties.
The May 30 HSN event, just before “Snow White” opens nationally on June 1, is trying to drum up viewer interest. Exclusive behind-the-scenes looks at the film version, with its fantastical effects, striking scenery and scary twists, will be combined with products specifically created to evoke the film’s themes of beauty and power.
There is no product placement, but Ms. Theron wears Evil Queen jewelry that inspired HSN’s apple-shaped brooch and about 200 other products, including several mirrors, that will be offered to home shoppers with footage from the movie’s filming in and around London last year.
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http://www.nytimes.com/2012/03/27/bu...QLuqLFJZVpTwRQ