Mumbai: Interactive multichannel retailer HSN has inked a marketing alliance with Sony Pictures aimed at supporting the studios picture Eat Pray Love directed by Ryan Murphy which will be released on 13 august.
HSN will leverage multiple platforms to deliver a 360-degree marketing campaign, including 72 hours of original programming from 6 – 8 August featuring products themed around the movie: TV, online, mobile, print advertising, public relations, events, and direct mail.
In line with the movie, HSN programming during the event will focus on three different countries: August 6 – Italy; August 7 – India; and August 8 – Bali.
Sony Pictures president, worldwide marketing Marc Weinstock said, "There are very few retailers out there that have the breadth and depth of HSN. This is an opportunity for us to reach our audience while extending the Eat Pray Love experience on the weekend prior to release."
HSN has a customer base that is approximately 83% female between the ages of 30-50 years old with an above average income."Eat Pray Love is an event motion picture for women. 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," said HSN Inc CEO Mindy Grossman.