Mar 27, 2012 at 01:02 PM
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Universal, HSN Team Up To Sell Movie-Themed Merch

In the wake of one of Hollywood's costliest marketing flops, Universal is contrasting with a vastly different approach to film promotion. It has teamed up with what may seem like an unlikely marketing partner - HSN, or Home Shopping Network to promote its upcoming film, Snow White and the Huntsman. While Hollywood marketing campaigns can run upwards of nine figures to court the attention of teens and tweens, The New York Times tells an interesting story about how Universal's marketing partner for Snow White provides a good reflection of the audience that Universal is looking to attract at the box office.

“The vast majority of its viewers range from their late 20s to their early 40s,” Stephanie Sperber, president of partnerships and licensing for Universal Pictures, told the New York Times, “so HSN is a perfect marketing partner for this movie.”

Universal is paying an undisclosed marketing fee in exchange for the promotional campaign and will also receive a small percentage of product sales through the network through the duration of the campaign.

“It’s really powerful to link the storytelling and products,” said Sperber.

Snow White is set to be released in theatres nationwide on June 1st. The HSN 24-hour promotion for the film will run at the end of May.