May 4, 2007, 12:00 AM

American Eagle brings original video programming to its web site

American Eagle Outfitters has created a television/online video series designed to entertain customers and increase brand awareness. It will show at ae.com Thursday nights starting in August.

Following trailblazers Amazon.com Inc. and Baby Universe Inc., American Eagle Outfitters Inc. has created a television/online video series designed to entertain customers and increase brand awareness.

The comedy series, “It’s a Mall World,” comprises 12 five-minute episodes that follow two record store employees, a greeter at an American Eagle store across the way, a girl who works in a lingerie store and a young man who works at the mall juice bar. The series is directed by Milo Ventimiglia, who appeared in the film “Rocky Balboa” and TV’s “Heroes.” The ensemble cast includes young, up-and-coming actors such as Sam Huntington from the film “Superman Returns.”

Three-minute versions of episodes will premiere this summer on MTV during “The Real World: Sydney” and in American Eagle stores across the country. The complete five-minute episodes will air exclusively on e-commerce site ae.com Thursday nights beginning August 2.

American Eagle Outfitters is No. 111 in the Internet Retailer Top 500 Guide.

Amazon last summer hosted a series created just for Amazon featuring TV talk show host Bill Maher. Baby Universe has launched BabyTV.com, featuring original programming aimed at expectant and new parents. Baby Universe’s Georgianne Brown, president of mainstream commerce, is speaking at theInternet Retailer Conference & Exhibition, June 4-7 in San Jose, in a session Blending Video and E-Commerce.

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