HSN has teamed up with Paramount Pictures for a 24-hour promotion tied to the remake of "Footloose" pushing movie-inspired fashions, accessories and beauty products on the cable network, its website and its mobile site all day today.
This isn't the first time HSN has partnered with a large movie production. It previously used "Eat, Pray, Love" and "The Help" to sell movie-inspired products and give viewers an event-focused shopping experience. "As part of our entertainment-integration strategy, we've identified key movie properties that we believe will support our customer base," said Bill Brand, exec VP of programming, marketing and business development for HSN.
But it's a new way to promote a film for Paramount, according to LeeAnne Stables, exec VP of worldwide marketing partnerships for Paramount Pictures. "This is our first movie partnership that fully integrates movie content with a themed merchandise component," she said.
The promotions behind the day-long production include a "Footloose"-themed magazine created with Footwear News, print ads in Lucky magazine, and correspondence with HSN credit-card holders. Promotions have already reached several million people, Mr. Brand said.
HSN also sponsored the movie premiere in Los Angeles, providing attendees with copies of the Footloose magazine.
"Footloose"-related clothes for sale include red cowboy boots designed by Twiggy London; other designs from the Matt Bernson Special Project, Vince Camuto, and Steven by Steve Madden; and beauty products by Deborah Lippmann and Foot Petals.