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Most movies just have soundtracks.
Eat, Pray, Love has a soundtrack, a home furnishings line, a clothing line, a jewelry line, a tour package that follows author Elizabeth Gilbert’s itinerary across Italy, India, and Indonesia, a fragrance, a tea, and, for its piece de marketing resistance, an unprecedented three-day selling orgy on the Home Shopping Network, beginning Aug. 6, a week before the movie opens, of “more than 400 items across a variety of categories, including beauty, electronics, home decor, travel, cooking, jewelry, accessories, and ready-to-wear,” including, as Variety reported this week, a line of lip glosses from Lancome, for whom Julia Roberts, star of the movie, is a spokesperson.
Many of the book and movie’s licensees seem to also have a personal stake in Gilbert’s story, er, “journey,” and are more than happy to share when promoting their product:
“When I read Eat Pray Love, I immediately identified with the story, as many aspects of Elizabeth Gilbert’s journey were synchronous with my own personal odyssey. Because of the immediate connection I felt to the story, as well as its emphasis on the culture, philosophy, and, in particular, alluring mystique of the East, I was able to create a collection that was striking, exotic, and timeless, and organic to the journey in the book and forthcoming film.”–Sue Wong, designer of the Eat Pray Love clothing collection
Filed under: Eat Pray Love, Eat Pray Love HSN Tie-In, Eat Pray Love Licensing, Eat Pray Love Merchandise, Elizabeth Gilbert, India, Julia Roberts, Liz Gilbert, Merchandising, Product Tie-Ins, Shopping, Shopping Is Better Than Sex, Spiritual Journeys, Tie-Ins, Vague Spirituality, Venal Shit, White People In Asia