MOVIE DEAL FOR AMERICAN EAGLE
Byline: Vicki M. Young
NEW YORK — It’s a done deal.
Representatives from both American Eagle Outfitters and Miramax confirmed reports that the multipicture marketing deal with Dimension Films, the genre film division of Miramax, was signed on Thursday. It was previously reported that the two parties were close to an agreement.
Lori Sale, senior vice president for worldwide promotion at Miramax, said the agreement is a sponsorship deal in which American Eagle Outfitters will be the official wardrobe provider for at least four Dimension Films productions targeting the teen audience. The first, “Boys and Girls,” was released last month by the film company. The second one, “Getting Over Allison,” is set for release in January 2001. The remaining two films have not been identified yet, according to Sale.
At American Eagle’s Web site, ae.com, there is a link to “Boys and Girls,” which also provides cross-links to the film trailer, contests, other promotions, behind-the-scenes set information and a feature on Jason Biggs, who appears in the movie, wearing American Eagle gear. Customers can buy what Biggs is wearing at the ae.com site.
Dimension so far has released six films in the teen genre. According to Sale, the deal benefits the studio because it gives its filmmakers access to American Eagle designers, who will provide their expertise in creating a look that’s hot with the target audience.
While the one-year deal gives American Eagle a guarantee of four films, Sale said that there is potential for other opportunities down the road, which have not yet been identified.
Michael Leedy, executive vice executive of marketing and e-commerce for American Eagle, couldn’t be reached for comment at press time Thursday.
Last year Tommy Hilfiger Corp. partnered with Dimension Films’ teen horror film “The Faculty,” where Hilfiger outfitted the cast.
American Eagle currently has a partnership with Columbia TriStar Television to be the official wardrobe provider for the teen drama, “Dawson’s Creek.”
In that deal, American Eagle and Columbia TriStar partnered in cross-promotional and advertising campaigns that appeared on the Internet, in magazines and in its seasonal catalogs.
American Eagle has 503 stores in 46 states.