Hilfiger in major new film tie-in

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Dimension Films, New York, a division of Miramax Films, entered what's being described as a marketing alliance with designer jeans marketer Tommy Hilfiger on an upcoming feature film written by "Scream" scribe and "Dawson's Creek" creator Kevin Williamson. Tommy Hilfiger will base its entire back-to-school promotion for its Tommy Jeans this year around the young cast of the sci-fi/horror film, which is still untitled. The film's actors will appear in ads in character, as if doing a screen test. The actors are relative unknowns, with the notable exceptions of Elijah Wood and R&B singer Usher. Arnell Group Brand Consultancy, New York, is handling. Print ads will run in August issues of Rolling Stone, Spin, Details, Vibe, Cosmopolitan, Teen People, Interview and Mademoiselle. TV spots will air on MTV, VH-1, BET and Comedy Central. The multimillion-dollar media push will run through Dec. 25, when the movie is slated to open.

Copyright May 1998, Crain Communications Inc.

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