• Mediaweek, Tuesday, December 6, 2005 11:15 AM

Conde Nast's Glamour magazine is extending its brand to a new medium (movies) and a new platform (the Internet) with the launch of Reel Moments, a series of short films based on stories submitted by its readers.  The films, which run between five and 15 minutes, will be available at Glamour.com beginning this Friday.  Mediaweek reports that each of the five films in the Reel Moments series will feature products from its sponsors, which include Mercury,  Elizabeth Arden, Nokia, and Bebe. Conde Nast told Mediaweek that the participating companies will benefit from the buzz surrounding these grabby little Net films. Moreover, 200,000 Reel Moments DVDs will be polybagged with copies of Glamour delivered to subscribers.  "We're looking for things that are cool and different than traditional media," said Mercury's Kim Irwin, brand marketing manager, in explaining why his division elected to participate with Glamour in launching its new Milan sedan.

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