HSN Launches Major Marketing Push For 'Eat Pray Love'

HSN, the cable network retailer, has struck a big broad marketing deal with Sony Pictures for the upcoming female-targeted movie "Eat Pray Love."

HSN says it is one of the most comprehensive campaigns it has ever done. The cabler will be selling more than 400 products across a variety of categories, including beauty, electronics, home decor, travel, cooking, jewelry, accessories and ready-to-wear.

Partners and brands in the marketing plan include Naeem Khan, Robin by Me & Ro, Rebecca Moses, Padma Lakshmi, Lancome, RK by Ranjana Khan, Hutton Wilkinson, Carleton Varney, Sony Electronics, Nicky Butler, V by Eva, Tagliamonte, Sajen Silver, Dalia, Clever Carriage, Casa di Francesca and Sarita Handa.

HSN will be pushing its efforts primarily on August 6, 7 and 8. The movie will debut in theaters August 13.

The Sony Pictures effort focuses on women for its movie, which fit HSN's demo well. The network's customer base is 83% female between the ages of 30 and 50.

Marc Weinstock, president, Worldwide Marketing for Sony Pictures, stated: "There are very few retailers out there that have the breadth and depth of HSN. This is a unique promotion that taps into its power as a content, community and commerce platform, and we are excited to have them on board as a partner."



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