Elizabeth Gilbert's gastro-spiritual bestseller Eat, Pray, Love has sold more than 7 million copies worldwide. The publishing phenomenon has led Gilbert to Oprah's couch (twice), to TED's stage, to the New York Times bestseller list (177 weeks and counting) and to being optioned by Julia Roberts the producer for a movie starring Julia Roberts the actress, which opens August 13th.
Sony, the film's producer, wants to tap into the female market -- 30-50 year old women with disposable income specifically -- to buy movie tickets and more EPL-branded merchandise, so it's teaming with Home Shopping Network in an unprecedented promotional partnership. HSN describes it as a "complete takeover" of the network.
HSN will devote 72 hours of airtime starting August 6, with each day devoted to products related to India, Italy, and Bali in a themed stunt pegged to the movie's opening. The goal, naturally: to have fans of the book tune in and buy merchandise. Conveniently, 83% of HSN viewers fit the EPL target demo.
"With a reach of more than 95 million homes, HSN's core audience is a perfect fit for the target audience we know is eager and excited to see our film," comments George Leon, Sony Pictures EVP of worldwide consumer marketing, to Variety.
On top of traditional media buys of print, TV and online ads, HSN will leverage its website, mobile app, direct mailers and other touchpoints with its audience. HSN will also hype the pic through "TV spots, print ads in Glamour, Elle and other magazines, as well as online ads, PR and events. A 16-page travel journal will be sent to 500,000 women."
Based in St. Petersburg, Florida, HSN has been tracking female-skewed movies for some time in a strategic effort to woo those viewers to watch and buy. Following a network overhaul in 2006 which brought celebrity chefs Wolfgang Puck, Emeril Lagasse, Todd English and home decorators Nate Berkus and Colin Cowie to the cabler, HSN is adding original entertainment features to its hard-core sell programming.
"We've taken that philosophy and applied it to as many categories as we can. We're a television network and series of platforms and we work at creating compelling experiences that makes a woman want to watch and extend her length of tune in with us. Those are the same principles traditional networks use," Bill Brand, HSN's EVP programming, marketing and business development, tells Variety.
But, he continues, "we have to be picky. [A film] needs to be about building a robust collection that supports the movie but also supports the shopping experience."
To that end, the channel will sell more than 400 products in the lead-up to EPL's movie launch, including prayer beads, pasta makers, beauty, electronics, home decor, travel, cooking, jewelry, accessories and ready-to-wear.
Among the 20 HSN partners and brands included in the massive campaign are: Naeem Khan, Robin by Me & Ro, Rebecca Moses, Padma Lakshmi, Lancome, RK by Ranjana Khan, Hutton Wilkinson, Carleton Varney, Sony Electronics, Nicky Butler, V by Eva, Tagliamonte, Sajen Silver, Dalia, Clever Carriage, Casa di Francesca and Sarita Handa. Lancome, for which Roberts is a spokeswoman, will sell its lip glosses as part of the promotion.
In her own words, Gilbert believes, "You have to participate relentlessly in the manifestation of your own blessings."
In this unprecedented marketing ménage a trois -- a book, a cable network, and a movie -- it remains to be seen what blessings will be manifest, but one thing is certain: the promotional campaign will be relentless.
Originally published on: BrandChannel.com
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.