Showtime skeins pact to offer products on AsSeenIn.com
Startup AsSeenIn.com has pacted for online sales of products from “Resurrection Blvd.” and “Soul Food,” two skeins set to bow at the end of the month on Showtime.The deal is the result of agreements with Paramount and Viacom, the producers of the skeins, according to CEO Sam Baldoni. “We’re going to give virtual tours of the sets,” Baldoni said. “If you like something, you can click on it and it will give you a closeup of the item.” “Resurrection Blvd.” will bow on June 26. “Soul Food,” based on the 1997 movie, will bow June 28. Full e-commerce capabilities on the site, which soft-launched May 1, are expected to be up and running by the start of the fall TV season. Currently Netizens are linked to manufacturers to order the item, but Baldoni hopes to eliminate the middleman in the coming months. Producers of the skeins will receive a percentage of the e-commerce sales, Baldoni said, although he declined to give specific numbers. AsSeenIn.com has similar agreements with Spelling Television Entertainment and Dick Clark Prods. Vendors that have provided merchandise for the shows include J.Crew, Ikea Abercrombie & Fitch and Gap. For items not available for purchase via the site, Baldoni said staffers at the Netco will e-mail customers with info on where they can purchase the product. In addition, AsSeenIn.com features auctions with props and wardrobe items that are no longer needed from the sets of shows. The auction celebrating the series finale of “Beverly Hills 90210″ was run by AsSeenIn.com in conjunction with Amazon.com. The gross amount of sales from the auction was $528,000.
Follow @Variety on Twitter for breaking news, reviews and more