MTV, Sears Team For 'Mall,' Leverage Franchise To Hilt

TV Film The American MallSears is linking with MTV on a multi-tiered brand integration with a late-summer "movie musical" that has MTV looking to draft off of the success of Disney's "High School Musical."

In fact, the TV film "The American Mall" comes from the executive producers behind "HSM." "HSM 2" drew 17 million viewers to the Disney Channel when it premiered last August, and the franchise has become a gold mine for Disney.

The MTV production is set to air Aug. 11--and the network is hoping to profit from the type of brand extensions that Disney has enjoyed. "The American Mall" DVD and soundtrack will be released the day after the film's premiere. The "HSM" DVDs and albums have become huge sellers.

The film focuses on young adults working in a mall during the summer. It was filmed in Utah, where the three "HSM" versions (two Disney Channel movies and a theatrical release coming this fall) have been shot.

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A nationwide presence in the type of malls the film is set in, Sears is using its affiliation in part to jump-start back-to-school sales.

MTV said several scenes were shot in a Sears store, the retailer's clothes will be worn by characters in the film, while "extras" will carry Sears-branded shopping bags. And co-branded spots will run during the film.

Sears is also teeing up in-store promotions and product giveaways; "American Mall" merchandise will only be available in its stores. Sears also will have a micro-site with video clips.

"We're leveraging "The American Mall" partnership at every possible touchpoint ... as MTV is a highly relevant brand for young adults," said Richard Gerstein, Sears' CMO.

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