Confessions of a Shopaholic: Bringing the Chick Flick Back?
Chick flicks are overdone, and feminist movement stallers some say. But will Confessions of a Shopaholic, the movie based on the Sophie Kinsella novel of the same name about the fashion-savvy, credit-challenged Rebecca Bloomwood ressurect the genre?
The marketing and publicity, and endless promotion has commenced!
Contests and Sweepstakes
Part of the movie’s marketing strategy is to draw awareness about the film in female surbanites. One ABC affiliate is giving away two $500 shopping spree at Outlets of Anthem store.
Star Interviews
The movie’s star Isla Fisher is on the cover of Allure magazine (949,669 circulation according to Media Distribution Services audits), and excerpts from/mentions of the article are distributed through girly blogs such as LimeLife. Fisher, an Aussie, hasn’t neglected print media, giving a charming interview to the London Sunday Mail. Fisher’s interviews are peppered with references to fashion, her wardrobe, and motherhood, sure-fire subjects to draw the interest of upwardly mobile, college-educated young women with disposable income, the very audience the Touchtone Pictures movie is seeking to appeal to.
The “Just Like Us” Factor
As the country is slumping through a devastating economic depression, the movie studio is seeking to capitalize on the ability of the character in the Sophie Kinsella novel character’s ability to be relatable to fashionistas who like Rebecca, have had to have a economics-fueled reality check, and are reluctantly adapting their materialism to the drooping economy. This of course isn’t lost on Jerry Bruckheimer who as early as late Fall 2008 had made this observation to a USA Today reporter:
“The consumerism in the movie kind of puts it out there,” says producer Jerry Bruckheimer, who’s taking a break from such manly fare as the “Pirates of the Caribbean” films for more pink-hued pursuits. “Credit companies gladly will send you a number of cards, you get into debt, and then they come after you.”
Bruckheimer no doubt is hoping that Confessions is a hit with female moviegoers, who, no chick flick can do without.