Women at NBCU partners with Weinstein Co.

Femme-centric NBCUniversal marketing-and-content arm Women at NBCU is driven by corporate synergy. But as it makes the leap to theatrical advertising, it’s with a feature from outside the fold: Women at NBCU has partnered with the Weinstein Co. to promote “I Don’t Know How She Does It” across all the Women at platforms.

The Women at initiative is one of four (so far) cross-network brand initiatives cooked up by NBCU’s Entertainment & Digital Networks topper Lauren Zalaznick (and her teams) to reach a particular type of consumer. The other three are Green at NBCU (an eco-focused marketing division), Healthy at NBCU (tailored to health-minded consumers) and the recently launched Hispanics at NBCU (which markets to the American Latino community).

This is the first theatrical account for any of those verticals. Sarah Jessica Parker will promote the pic across NBCU assets that skew female, from Bravo to new acquisitions E! and Style.

The logistics of a multi-net campaign are unique — the “Don’t Know” program included a “roadblock” ad in which the studio’s current TV spot aired simultaneously on NBC proper, Bravo, Oxygen, USA, E! and Style on August 23. Parker, also the keynote speaker at the initiative’s upcoming “Power of the Purse” breakfast in Gotham, participated in the NBCU-made spots, as well. Pic unspools in wide release on Sept. 16.

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