Posts Tagged ‘“The Help”’

HSN, Disney Unveil Partnership On ‘Maleficent,’ Other Films

April 10, 2014

HSN has cooked up another marketing partnership with Disney Studios, this time collaborating on “Maleficent,” “Cinderella” and “The Hundred-Foot Journey,” the home shopping network said Wednesday.

The three-film collaboration, which spans two years, “marks the first time that Disney Studios has enlisted an omni-channel retailer for a comprehensive long-term entertainment marketing alliance. HSN brings the spirit of these movies to life through bold, imaginative products from top designers and brands,” or so the press release said.

Before each film’s release, HSN will create content-driven retail events featuring assortments of products from the network’s fashion, jewelry, beauty and home categories that are inspired by or reminiscent of each of the three films.

The first HSN event will take place during the days leading up to the May 30 release of “Maleficent,” starring Angelina Jolie, followed by similar events for “The Hundred-Foot Journey” in August and “Cinderella” in spring next year.

“This long-term collaboration is a testament to the success of our entertainment integration strategy that infuses fun and drives heightened engagement across all of our shopping platforms while driving awareness for our marketing collaborators,” said our buddy Bill Brand, HSN’s Chief Marketing and Business Development Officer.

“We’re thrilled to expand our alliance with a world-class brand such as Disney to continually reinvent and re-energize shopping through interactive content and storytelling that captures the spirit of their films.”

Disney got its pitch in, too.

“HSN curates wonderful collections that speak to the essence of the story and build a real event around the release of our films,” said Don Gross, vice president of global promotions for Walt Disney Studios. “We’re excited to collaborate with them again and expand upon these engaging worlds, beginning with Maleficent.”

HSN’s 24-hour programming event for “Maleficent” launches on May 27, with a special preview of the collection on starting May 7.

The collection will feature jewelry, fashion and beauty products from some of HSN’s top designers, including licensed products from Naeem Khan, Heidi Daus and Amika and additional collections from Giuliana Rancic, R.J. Graziano, Liz Lange, Jean Dousset, Margaret Rowe, Raven Kaufman and Diane Gilman.

Leading brands such as N by Natori, Clever Carriage, and others will also be a part of the collection as well. Following the May 27 event, HSN will air a series of “Countdown to Maleficent” primetime specials May 28 through May 30.

This initiative follows the successful results of HSN and Disney’s earlier film collaborations for “The Help” in 2010 and last year’s “Oz The Great and Powerful.”

HSN’s collaboration with “Oz The Great and Powerful” featured 400 products from 50 brands and resulted in the best sales of any HSN movie event to date with more than 100 product sell-outs.

HSN To Promote New Movie ‘The Help’ With Collection Inspired By The Film

August 2, 2011

This week HSN will launch a multi-platform event that celebrates the style, fashion and decor inspired by the summer film “The Help,” the home shopping network said Monday.

Let’s hope “The Help” does better the other movie that HSN has promoted with its programming and products: The bomb “EAt, Pray, Love.”

“The Help” event will kick off starting Friday across all of HSN’s platforms, including television, and HSN mobile.

“The Help,” presented by DreamWorks Pictures and Reliance Entertainment, in association with Participant Media and Imagenation Abu Dhabi, is distributed by Touchstone Pictures and will be released nationwide Aug. 10.

“HSN is proud to collaborate with DreamWorks Pictures to celebrate this powerful film as part of our ongoing entertainment strategy.” Bill Brand, HSN executive vice president of programming, marketing and business development said in a canned statement. We are excited to bring to life one of the biggest movies of the year on all of our platforms with exclusive content and unique products.”

Here is the boilerplate on the movie:

Based on one of the most talked about books in years and a No. 1 New York Times best-selling phenomenon, “The Help” stars Emma Stone (“Easy A”) as Skeeter, Academy Award—nominated Viola Davis (“Doubt”) as Aibileen and Octavia Spencer as Minny — three very different, extraordinary women in Mississippi during the 1960s, who build an unlikely friendship around a secret writing project that breaks societal rules and puts them all at risk.

From their improbable alliance a remarkable sisterhood emerges, instilling all of them with the courage to transcend the lines that define them, and the realization that sometimes those lines are made to be crossed — even if it means bringing everyone in town face-to-face with the changing times. Deeply moving, filled with poignancy, humor and hope, “The Help” is a timeless and universal story about the ability to create change.

HSN programming during “The Help” event will focus on the themes of fashion, American home decor, Southern-style cooking and beauty products. It will feature the launch of new personalities, designers and brands, including:

CR by Cynthia Rowley — exclusive fashion and accessories.

Lela Rose for HSN — 60’s style apparel with bold flowery prints and whimsical silhouettes.

Chef Martha Hall Foose — chef and food stylist for “The Help” will debut her cookbook “A Southerly Course: Menus and Recipes from Close to Home” and present a variety of classic Southern foods ranging from boneless stuffed chicken breasts to red velvet cakes and brewed ice teas.

Viking — known for their top-of-the-line major kitchen appliances, Viking will be showcasing their line of state-of-the-art hand-held appliances as part of the event.

In addition, the event will showcase products from Carol’s Daughter and Stila; culinary and home offerings from Emeril Lagasse, Jeffery Banks, and The Lee Bros; and jewelry from R.J. Graziano.

Mary J. Blige, a spokeswoman and investor in the Carol’s Daughter brand, will be expanding her fragrance collection with the launch of My Life Blossom, exclusively on HSN Aug. 13. The Grammy award-winning singer composed “The Living Proof, the theme song for “The Help” and will share personal anecdotes on working on the film when she appears on HSN.

Blige’s song is written from the point of view of the lead character Aibileen, the African-American maid who bravely shares her story. According to what we suspect is some hype in HSN’s press release, “Blige was in awe of the character’s fearlessness and deeply moved by the support of the women surrounding Aibileen in the film.”

Her canned quote:

I cried the most when I saw all of the women gathered together. They chose to walk in love and forgiveness. My personal connection to the themes in the film is the fact that my Aunt Lara belle was a maid who worked for a very wealthy white family and they loved her to death and she ultimately raised their children. To be able to speak to so many women with this song means a lot to me.

The events special features will include behind-the-scenes footage, videos, community boards and cast biographies, as well as an opportunity to buy an autographed copy of the book, can be found at, keyword: the help.