Sony will be targeting the Home Shopping Network demo in promoting its Julia Roberts film “Eat, Pray, Love” based on the bestselling novel by Elizabeth Gilbert.
HSN will focus on the film for 72 hours, selling products related to its settings.
Aug. 6 is devoted to Italy, Aug. 7 is India, and Aug. 8 is Bali.
The on-air event, per EW.com, will incorporate more than 400 items across a variety of categories, including beauty, electronics, home decor, travel, cooking, jewelry, accessories, and ready-to-wear.
83% of HSN’s audience is female between the ages of 30-50 with an above average income – a perfect fit as that crowd will shell out bucks to see “Eat, Pray, Love” on opening weekend.
Roberts last film “Valentine’s Day” bowed to over $56 million and finaled its stateside cume at $110.5 million.