Film aids Simmons

LOS ANGELES: Simmons Bedding Company took a nontraditional approach to displaying its mattresses through a product-placement opportunity in the new Fox-Walden movie Mr. Magorium's Wonder Emporium.

LOS ANGELES: Simmons Bedding Company took a nontraditional approach to displaying its mattresses through a product-placement opportunity in the new Fox-Walden movie Mr. Magorium's Wonder Emporium.

In fact, the filmmakers were "looking for help to set up a scene around a mattress store," said Simmons' EVP of marketing, Tim Oakhill.

That initial contact elevated into the chance for Simmons to help create the entire mattress-store set, he added. Simmons provided film-makers with product-positioning counsel, as well as signature Beauty Rest mattresses, pillows, and signage, all arranged with clearly visible branding and logos. There was no fee for the placement.

Simmons' Atlanta-based AOR, Three, assisted with furniture-trade press outreach, providing reporters with movie-gift cards so they could see the film.

In the scene, the two main characters - played by Dustin Hoffman and Natalie Portman - enter a mattress store and playfully bounce on the bedding displays.

Commercials and trailers have also featured the scene.

A key to the placement's effectiveness is that it's "not just a passive reference," Oakhill said. "[The scene is] actually showing product performance... It's showing interaction with the product."

That's an important distinction, he explained, noting that getting potential buyers to interact with bedding is a significant mattress-industry challenge.

The film tells the story of an eccentric toymaker, his self-doubting protŽgŽ, and their magical toy store. It opened November 16.

In a related effort, Simmons teamed with the film's producers, Walden Media and Mandate Pictures, and Toys for Tots for Mr. Magorium's Wonder Emporium World Record Toy Drive. Held November 6-13, it aimed to collect 12,000 pounds of toys at Simmons facilities nationwide to set the Guinness World Record for the largest toy drive ever. It resulted in more than 28,800 pounds of collected toys, according to Three.

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