Archive for August 21st, 2008

If you caught the debut of The American Mall on MTV on August 11, you may have noticed a prominent presence by Sears - many of the scenes in the movie were shot in Sears locations and the characters are sporting apparel and using products from this granddaddy of U.S. retailing. In the background, extras can be seen carrying Sears shopping bags. No coincidence – in a first time partnership, MTV and Sears have created The American Mall, a sort of Beyond High School Musical musical. Co-branded commercials spots aired during the premiere of the movie, and the campaign will continue through the summer as Sears will distribute VIP Access Cards to young adults with special offers for members. Sears product giveaways will be offered through local “The American Mall” radio promotions and on the popular MTV series “TRL.” In addition to The American Mall Web site, bonus video clips and content from the movie will appear on the Sears seasonal microsite www.arrivelounge.com. Sears is hoping that this jump into the teen mainstream will help boost fall back-to-school sales, and re-introduce its retail operations as a source for hot fashion as well as a cool place to hang out.

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By iTVX Staff

Ben Stiller’s Tropic Thunder scored at the box office and for the most part received good reviews thanks to it’s hilarious send up of Hollywood. The film, as iTVX has mentioned since its release- even before it, is filled with a lot of product placement including TiVo. One interesting placement in the film is its use of an iPod. In one sequence, Stiller’s character is watching a video on his Apple device while hiding from enemies in a rainy forest.  Yes, all of that is true. One interesting tidbit in this placement is that Stiller’s character is watching an old episode of Star Trek. We point this out because the imagery  of Cpt. Kirk only embeds in our heads even further than JJ Abrams’ reboot of the series is right around the corner - well, next year anyway. The placement of an iPod in the movie matched with a subtle Star Trek almost subliminal message for the reboot was impressive.

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The Olympics aren’t even over, but that doesn’t mean it’s not time to begin thinking about the next sports marketing event. American Express, which has backed the U.S. Open tennis tournament for the past 15 years, is once again prepped to help promote this year’s event with several different efforts–including a print, outdoor and online advertising campaign and personalized programming at the event itself.

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In a story by Adage, NBC’s Gemini Division  is singled out for “More product than placement.” Read the story here.

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The real world retail economy may be taking a hit, but a number of apparel brands are lining up to set up shop in There.com. K-SWISS, bebe and Eberjey (a lingerie and sleepwear brand) have all signed on to create virtual storefronts in the world, according to Makena Technologies, parent company of There.com. The Country Music Hall of Fame and London-based music merchandiser Bravado also plan to launch in-world shops, adding entertainment wares to the bevy of virtual merchandise that will soon be available.

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By iTVX Staff

As noted on Joystiq.com today, Daniel Craig and Judi Dench will reprise their roles of respectively of James Bond and M. in the video game version of the forthcoming Bond flick Quantum of Solace. No word yet on what products will be featured. The film already has Sony Ericsson lined up as well as Heineken and many others.

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Hollywood is gearing up to create what would be the first big Web hit. However, when an online show finally does break out into mainstream popularity, it may not come from traditional entertainment companies.

Rather, the most successful Internet television programs could emerge from a handful of online TV networks that already are producing high-quality episodic content for the Web, day in and day out.

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Wanna feel old? Lie on the couch and watch the athletic — and emotional — exuberance of the world’s fastest man and woman, Jamaican jets Usain Bolt and Shelly-Ann Fraser, whose celebrations were workouts in their own right.

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By iTVX Staff

Daily Variety is reporting Endemol has sold its summer game show Wipeout to some 17 international territories including Spain and Israel. The countries will debut their versions of the show later this year or early next. In the US, ABC recently renewed the show for a second season.

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Digital entertainment channel ITV2 has signed up Paris Hilton to appear in a new UK-produced show in which she will attempt to find a British best friend.

The show, with the working title Paris Hilton’s New Best Friend, will see the heiress jet in to London to coordinate a hunt for someone who thinks they have what it takes to keep up with her world.

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