'Kit Kittredge' reaches for the younger female set

LOS ANGELES: Two powerhouse female-focused brands - American Girl and Oscar-nominated actress Abigail Breslin - meet July 2 in the nationwide big-screen release of Kit Kittredge: An American Girl.

LOS ANGELES: Two powerhouse female-focused brands - American Girl and Oscar-nominated actress Abigail Breslin - meet July 2 in the nationwide big-screen release of Kit Kittredge: An American Girl. The  soon-to-be shuttered Warner Bros.' distribution and production company, Picturehouse, leveraged both the American Girl connection, screenings, and parties at the retail stores, as well as the star factor of Breslin, who made appearances and attended screenings, to gain attention for the film.

As for the other major motion picture featuring females released this summer, Baron told PRWeek, via e-mail, "I do think the success of Sex and The City has certainly made executives at these companies sit up and take notice of the fact that women go to the movies. It's quite obvious there is a female demographic out there, and certainly they are a captive audience when the right film is released."

To reach those younger females, particularly ages 7 to 12, Picturehouse hired Mammoth Advertising to handle its online publicity campaign, which included the activity-filled Kit Kittredge Web site. Partnerships with Scholastic led to classroom activities developed around the film, while the American Library Association promoted the original book and film via a downloadable poster and classroom activities available on its site.

The production company also worked with agencies 42 West and Grace Hill Media for national publicity, including its press screenings and public events.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in