Paramount snags HSN, Herbal Essences, among others
As the remake of “Footloose” readies to dance into theaters next month, Paramount Pictures has lined up promotional partners that typically don’t back a film’s release.
They include HSN, Procter & Gamble’s Herbal Essences, Greyhound, Bootbarn, Salon Perfect, Walgreens and Foot Petals for a series of nationwide promos that involve TV, in-theater, retail, print and online ads.
For example, Greyhound, whose buses are prominently featured in the film, is promoting the pic through counter cards in 90 Greyhound stations, messaging on boarding passes, ticket jackets and online banner ads, in addition to launching a sweepstakes.
With boots a signature image in the film’s marketing materials and on screen, it’s no surprise that Bootbarn signed on as a partner, with the retailer expected to push the pic in 80 of its stores, and through direct mail, e-mail blasts and its website.
Herbal Essences is launching a “Get the Look” campaign, inspired by the movie, that will appear in advertorials in magazines like Shape, OK! and Glamour to promote its shampoos and conditioners.
Walmart’s exclusive Salon Perfect beauty brand of lashes and brow products will take out full-page ads in younger-skewing Lucky, Teen Vogue and In Touch Weekly magazines, and through displays at 4,000 Walmart stores, and on its Times Square electronic billboard.
Walgreens will also give the film considerable exposure through its “Walk with Walgreens Program” healthy living program in its stores.
And HSN is devoting a day of programming to “Footloose,” on Oct. 12, designed around footwear, apparel, accessories and beauty products themed around the film like a pair of red cowboy boots from Twiggy London, and nail colors from Deborah Lippmann, inspired by songs from the original’s soundtrack, like “Almost paradise,” “Dancing in the Sheets,” “Let’s Hear it for the Boy” and “Footloose.”
Other brands on display will include Zodiac USA, Keds, Benefit Cosmetics, Steven by Steve Madden, denim from Levi’s Curve ID, and footwear from DKNYC, Libby Edelman and La Victorie.
HSN will promote the film across its platforms, including the TV channel, website and mobile. The TV network alone, broadcasts live to 96 million households in the U.S. HSN will also publish a custom “Footloose”-themed magazine with the editors of Footwear News, and advertise its tie-in through a print ad in Lucky magazine and cable spots.
HSN will also sponsor the movie premiere in Los Angeles October 3.
The value of the marketing support was not disclosed, but the deals enable Paramount to push the pic in outlets it normally doesn’t buy ads for its movies.
“This strong roster of partnering brands supporting the film hits every target audience,” said LeeAnne Stables, executive VP of worldwide marketing partnerships at Paramount, who brokered the deals. “These campaigns have given us extra consumer reach on television, in grocery, at retail, online and even on Greyhound buses.”
“Footloose,” directed by Craig Brewer and starring Kenny Wormald, Julianne Hough, Andie MacDowell and Dennis Quaid, bows Oct. 14.