HSN Finally Reveals Details Of Its ‘Eat Pray Love’ Promotion With Sony Pictures

Weeks ago when we asked HSN about a big event it had planned in conjunction with the release of the movie “Eat Pray Love,” we didn’t really get a response. We wrote what we could garner about the event from HSN.com.

Well, Tuesday HSN announced that it was partnering with Sony Pictures to support the launch of the film.

HSN modestly says that it “will be executing the most comprehensive 360-degree marketing campaign in its history, including 72 hours of original programming on Aug. 6, 7, and 8 featuring unique products themed around the movie.”

“Eat Pray Love,” based on the best-selling novel and starring Julia Roberts and Javier Bardem, will be released Aug. 13.

“There are very few retailers out there that have the breadth and depth of HSN,” Marc Weinstock, president of worldwide marketing for Sony Pictures, said in a canned statement. “This is a unique promotion that taps into its power as a content, community, and commerce platform, and we are excited to have them on board as a partner. This is a great opportunity for us to reach our target audience while extending the ‘Eat Pray Love’ experience on the weekend prior to our release this August.”

HSN, which reaches 95 million homes in the U.S., has a customer base that’s about 83 percent female between the ages of 30 to 50 years old, with an above-average income. Its website is a Top 10-trafficked e-commerce site.

Padma Lakshmi will be part of HSN's Eat Pray Love extravaganza

“‘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,” HSN Mindy Grossman said in her canned statement.

“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,” she said. “We have no doubt our customers will love ‘Eat Pray Love’!”

HSN will leverage multiple platforms to deliver a 360-degree experience for consumers in support of Eat Pray Love: TV, online, mobile, print advertising, public relations, events and direct mail.

The 72-hour “Eat Pray Love” on-air event will incorporate appearances by more than 20 of HSN’s partners and brands and feature more than 400 unique items across a variety of categories, including beauty, electronics, home decor, travel, cooking, jewelry, accessories and ready-to-wear.

You’ll be seeing wares from Naeem Khan, Robin by Me & Ro, Rebecca Moses, Padma Lakshmi, Lancome, RK by Ranjana Khan, Hutton Wilkinson, Carlton Varney, Sony Electronics, Nicky Butler, V by Eva, Tagliamonte, Sajen Silver, Dalia, Clever Carriage, Casa di Francesca and Sarita Handa.

In line with the movie, HSN programming during the event will focus on three different countries: Italy on Aug. 6; India on Aug. 7 and Bali on Aug. 8 – Bali.

Bestseller “Eat Love Pray” was written by Elizabeth Gilbert. Here’s what the HSN press release says about her.

At a crossroads after a divorce, Gilbert takes a year-long sabbatical from her job and steps uncharacteristically out of her comfort zone, risking everything to change her life. In her wondrous and exotic travels, she experiences the simple pleasure of nourishment by eating in Italy; the power of prayer in India, and, finally and unexpectedly, the inner peace and balance of love in Bali. Based on an inspiring true story, ‘Eat Pray Love’ proves that there really is more than one way to let yourself go and see the world.

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4 Responses to “HSN Finally Reveals Details Of Its ‘Eat Pray Love’ Promotion With Sony Pictures”

  1. stefF Says:

    hope its as good as it could be!

  2. Joanie-B Says:

    After reading all of the above marketing hype by Sony and HSN, my gut tells me that this picture is a dog and Sony knows it, and is doing this thing with HSN to get as many women as possible to see this movie as quickly as possible, before word gets out how truly awful it is, and the bottom drops out of the ticket sales.

    The over-enthusiasm and almost arm-twisting verbiage used shows that they are protesting too much, to paraphrase Shakespeare. We shall know by the end of August if I am right about the film. Meanwhile, HSN will do very well indeed selling during their 3-day promotion. They are at no risk; Sony is.

  3. trendeg.com Says:

    Today Singaraja has all the characteristics of a colonial city with wide tree-lined streets and colonial Dutch architecture. In addition to the Dutch influence was also visited by many other Singaraja Naval powers, as demonstrated by numerous Arab and Chinese influences in the district of Singaraja, the former shipyard. Singaraja hosts a rare Chinese Buddhist temple that there are only a handful of Bali.

  4. Wall Street Journal Does Non-Snarky Story On HSN’s ‘Eat, Pray, Love’ Promotion « Homeshoppingista's Blog By Linda Moss Says:

    […] July 6 HSN put out a press release about the formerly hush-hush three-day promotion with Sony Pictures for the film, which stars Julia […]

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