7/07/10

Eat, pray, love and shop

HSN announces a three-day marketing event to promote the new film Eat, Pray, Love.

Zak Stambor , Managing Editor

HSN Inc. announced it will dedicate three days of programming—Aug. 6-8—to selling products around the themes of the movie Eat, Pray, Love. The film will be released in theaters nationwide Aug. 13.

Just as the book is divided into three countries, so is the on-air programming. The first day will focus on an Italy theme, the second India and the third Bali.

The on-air event will feature more than 400 items across a variety of categories, including beauty, electronics, kitchen and jewelry from brands such as Sony Electronics, V by Eva and Robin by Me & Ro. Each product will be tied to the particular theme. For instance, on the Italy-themed day HSN will sell products like a Viante pasta maker.

The event, which marks the multichannel retailer’s first foray into movie promotion, is a natural fit for HSN because the film heavily skews female—just like the HSN audience, which HSN says is roughly 83% female between the ages of 30 and 50 years old. 83% of HSN viewers are women between 30 and 50.

Eat, Pray, Love is an event motion picture for women and we are very excited to partner with Sony Pictures in an alliance that allows us to support the film while also providing immersive content and product experiences for our core female consumer,” says Mindy Grossman, CEO of HSN, No. 25 in the Internet Retailer Top 500 Guide. “Our customers will be able to experience the journey of traveling through Italy, India and Bali as we bring Eat, Pray, Love to life through stories, engaging personalities and unique products that complement the themes expressed in the movie.”

Brian Bradley, HSN.com executive vice president, says that tying a popular film in with HSN's multimedia objectives makes perfect sense. "We want to offer great products, great stories and great storytellers," he says. "Using a movie platform brings that all together."

Bradley says HSN is on the lookout for similar marketing opportunities in the future.

Topics:

HSN, HSN.com, Mindy Grossman

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