Eat Pray Buy
Posted on Aug 17, 2010
Historically, the notion of cross-promotion in the film world has frequently involved plastic products optimized for Happy Meals—collect ’em all! But with changing times and audiences come all new ways to part moviegoers with their pocket money.
Take “Eat Pray Love,” for example. Although Elizabeth Gilbert’s
self-inv ... uh, inward-looking memoir about spiritual revival and self-discovery (not to mention sex) would seem to tend more toward the esoteric, the movie version’s clever promoters have been quite savvy with pushing the EPL-themed products. The Daily Beast took a tally of same and put a pretty hefty number on the film’s franchise: $350 million. Because nothing says soul-seeker like a $350 prayer bead necklace from the Home Shopping Network. —KA
The Daily Beast:
Sony proactively reached out to several smaller brands to see if they wanted to create EPL-inspired products. Dogeared designed a line of jewelry, Fresh launched a line of perfumes, Republic of Tea created a limited-edition black tea and designer Sue Wong even created an EPL collection. While brick-and-mortar, big-box stores like Walmart or Target would be reticent to carry licensed products for a non-franchise film that appeals to a limited spectrum of consumers, smaller retailers who share the target consumer are more apt to want to take advantage of an EPL affiliation.