For the First Time, MTV and Sears Enter Into Partnership Around New Movie Musical 'The American Mall' for Back-to-School Shopping
'The American Mall' To Premiere Monday, August 11 Only on MTV
DVD and Soundtrack To Be Released August 12
NEW YORK, June 19 /PRNewswire/ -- For the first time, MTV
(http://www.mtv.com/), the #1 cable network for P12-24, teams up with leading
retailer Sears (http://www.sears.com) to launch a new movie musical from the
executive producers of 'High School Musical.' 'The American Mall'
(http://www.theamericanmall.com/) premieres exclusively Monday, August 11 at 9
p.m. ET/PT on MTV with the DVD and soundtrack hitting stores the next day on
August 12. A multi-layered integrated marketing campaign built around the
movie targets the core MTV audience on-air, online and in stores -- in time
for the back-to-school shopping season.
'The American Mall,' directed by Shawn Ku, is the story of a group of
young adults who work in a mall over the summer. The movie was filmed in Salt
Lake City and Provo, UT, with several scenes shot in a local Sears store.
Sears fashions have been integrated into the movie as part of the characters'
wardrobes, seeding trends for the back-to-school season. Plus, extras carry
Sears shopping bags in the background. Co-branded commercials spots will air
during the premiere of the movie on August 11.
The campaign continues throughout the summer as Sears will distribute VIP
Access Cards to young adults with special offers for members. Sears product
giveaways will be offered through local 'The American Mall' radio promotions
and on the popular MTV series 'TRL.' In addition to The American Mall
(http://www.theamericanmall.com/)website, bonus video clips and content from
the movie will appear on the Sears seasonal microsite
http://www.arrivelounge.com.
Led by the tagline, 'Don't just go back. Arrive.,' Sears in-store
experience zones will feature 'The American Mall' character looks as created
through consultation with the movie's costume designer, Cynthia Summers.
Licensed 'The American Mall' merchandise and the movie DVD with a bonus disc
featuring exclusive material will be available only at Sears.
