American Eagle Outfitters is launching an entertainment marketing program, 77Entertainment, a multi-channel venture featuring original and user-generated content that will run on ae.com, in AE
stores, on television, and on such sites such as YouTube, MySpace and Facebook.
The content will include a range of everything from music to comedy to reality to drama. The effort
launches today with a comedy series called "It's a Mall World," a 12-episode series directed by Milo Ventimiglia of NBC's "Heroes."
The Warrendale, Penn.-based company hosted a "denim carpet"
event in Los Angeles on Tuesday.
The series explores the lives and relationships of two record store employees, an "object of perfection" greeter at the American Eagle store across the way,
as well as a slightly psychotic girl who works in a lingerie store, and a bad-boy poseur from the requisite mall juice bar.
--Karl Greenberg
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