We broke the story June 1 that HSN had a big promotion cooking for the new movie “Eat, Pray, Love” — even though the home shopping network wouidn’t comment on it.
On 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 Roberts and is being released Aug. 13.
Today, Thursday, The Wall Street Journal had a piece on the promotion headlined “‘Eat, Pray, Love’ — and Shop at HSN.”
Unlike most of The Journal’s stories, this one doesn’t look down its nose at HSN and the home shopping industry.
The article says that Sony Pictures will get a piece of sales of some merchandise that HSN sells this weekend for its “Eat, Pray, Love” event. The more than 400 new items being presented from India, Italy and Bali — where the movie is set — will include special teas and spices from “Top Chef” host Padma Lakshmi and clothes from Michella Obama designer Naeem Khan.
In The Journal story HSN CEO Mindy Grossman is given full credit for coming up with the idea of the home shopping network’s tie-in with the film.
HSN staff has already previewed the flick, and they have also been given copies of the bestseller by Elizabeth Gilbert that the film is based on.
For its part, Sony Pictures is trying to draw HSN’s female customers in and get them to see the movie.