Fox Searchlight Sponsors Easy-As-Pie Mother's Day To Promote Keri Russell Flick

The pages of Martha Stewart Living magazine might be full of ideas for Mother's Day brunch menus, and HGTV might show ads for Cover Girl makeup that will make Mom look beautiful, yet all three brands have found a way to partner with independent film distributor Fox Searchlight Pictures to celebrate mom on Mother's Day.

In support of its upcoming romantic comedy independent feature, "Waitress," Fox Searchlight has organized 100 special "Easy-as-Pie Mother's Day" screenings of the film across the country - a way for mothers and daughters to bond together, and for the brands to promote their products in a non-traditional way.

Special gift bags be given to all attendees at the screenings, including include a Martha Stewart magazine, a TruShine Lipcolor by CoverGirl and products from HGTV, Nivea, Phyto and Dial along with a complimentary Sara Lee Simple Sweets 6-Inch Pre-Baked Pie. A Web site has been set up at MOVIEwithMOM.com for theater listings, ticket information, and an e-card invitation to send to moms.

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The name "Easy as Pie Mother's Day" is derived from the theme of the film, in which an unhappily married and newly pregnant waitress sorts out her life while baking pies, which she then names after each of her dilemmas. While working at Joe's Diner, she hopes that one of her recipes, for "Kick in The Pants" pie, will win her $25,000 in a pie contest and develops a flirtation with her ob-gyn. Visitors to the film's main Web site have the chance to submit their own names for "life-inspired pies" and vote on others' entries.

"Waitress," which opens in select theaters today, was an audience favorite at the Sundance Film Festival, receiving considerable buzz not only for the quality of the film but also for the events surrounding the untimely death of its writer, director and co-star, Adrienne Shelly, who was murdered six months ago.

"Adrienne Shelly's 'Waitress' is the story of one woman's wondrous journey to motherhood," said Nancy Utley, COO Fox Searchlight Pictures, in a statement announcing the special screenings. "Enjoying the film together is a perfect way for mothers and daughters to enjoy this special day."

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