Women at NBCU, Weinstein pact for Sarah Jessica Parker movie


Women at NBCU, the ad sales, marketing and research initiative Oxygen, Style, iVillage, Telemundo, DailyCandy, Bravo, The “Today” show and other female-skewing primetime shows on NBC, announced a promotion with The Weinstein Company to promote Sarah Jessica Parker’s new film, “I Don’t Know How She Does It.”

The effort which launches in early September (the movie opens 9/16) and runs across multiple properties. It’s geared to a targeted female audience and capitalizes on NBCUniversal’s newly broadened portfolio of female-skewing offerings–expanded as a result of the Comcast acquisition (added  E! Entertainment Television and Style Network to the portfolio).

Custom creative with Parker will revolve around the movie’s theme of juggling a career and motherhood. Spots will run across NBC in primetime, Bravo, Oxygen, Style, and E!. Parker will also be the subject of an exclusive interview on Bravotv.com. As a lead-in to the campaign, Women at NBCU also arranged a roadblock for “I Don’t Know How She Does It” in which the studio’s current ad for the film ran simultaneously on NBC primetime, Bravo, Oxygen, USA, E!, and Style on 8/23.

Women at NBCU also announced that Parker will be taking center stage at its bi-annual “Power Of the Purse” breakfast, to be held 10/4 as an official part of Advertising Week in New York. Parker will be interviewed by Bravo’s Andy Cohen on the topic of the 21st century mom, and how marketers can best speak to her. Following the keynote, a panel on the same theme featuring a roster of experts will be moderated by NBC News’ Andrea Mitchell.