'Footloose' promotions take new turn

HSN adGreyhound adBootbarn adAs the remake of "Footloose" readies to bop into theaters the following month, Vital Pictures has arranged marketing partners that typically don't back a film's release. They include HSN, Procter & Gamble's Herbal Essences, Greyhound, Bootbarn, Salon Perfect, Walgreens and Feet Flower petals for a number of countrywide promotions which involve TV, in-theater, retail, print an internet-based advertisements. For instance, Greyhound, whose buses are conspicuously featured within the film, is marketing the pic through counter cards in 90 Greyhound stations, texting on boarding passes, ticket jackets an internet-based banner advertisements, additionally to starting a contest. With boots a signature image within the film's ads as well as on screen, it's really no surprise that Bootbarn signed on like a partner, using the store likely to push the pic in 80 of their stores, and through direct mail, e-mail blasts and it is website. Herbal Essences is starting a "Obtain the Look" campaign, inspired through the movie, which will come in advertorials in gossip columns like Shape, OK! and Glamour to advertise its shampoos and hair conditioners. Walmart's exclusive Salon Perfect beauty make of lashes and brow items will require out full-page advertisements in more youthful-skewing Lucky, Teen Style as well as in Touch Weekly magazines, and through shows at 4,000 Walmart stores, as well as on its Occasions Square electronic billboard. Walgreens will even provide the film considerable exposure through its "Walk with Walgreens Program" a healthier lifestyle enter in its stores. And HSN is dedicating each day of programming to "Footloose," on March. 12, designed around shoes, apparel, add-ons and sweetness items designed round the film like a set of red-colored cowboy boots from Twiggy London, and nail colors from Deborah Lippmann, inspired by tunes in the original's soundtrack, like "Almost paradise," "Dancing within the Sheets," "Let us Listen to it for that Boy" and "Footloose." Other brands displayed includes Zodiac USA, Keds, Benefit Cosmetics, Steven by Steve Madden, jeans from Levi's Curve ID, and shoes from DKNYC, Libby Edelman and La Victorie. HSN will promote the film across its platforms, such as the TV funnel, website and mobile. The Television network alone, broadcasts live to 96 million homes within the U.S. HSN will even create a custom "Footloose"-designed magazine using the editors of Shoes News, and advertise its tie-in via a print ad in Lucky magazine and cable spots. HSN will even sponsor the film premiere in La October 3. The need for the marketing support wasn't revealed, however the deals enable Vital to push the pic in shops it normally does not buy advertisements because of its movies. "This strong roster of joining up brands supporting the film hits every audience," stated LeeAnne Stables, executive Vice president of worldwide marketing close ties at Vital, who brokered the deals. "These campaigns have provided us with extra consumer achieve on tv, in grocery, at retail, on the internet and even on Greyhound buses." "Footloose," directed by Craig Maker and starring Kenny Wormald, Julianne Hough, Andie MacDowell and Dennis Quaid, bows March. 14. Contact Marc Graser at marc.graser@variety.com