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.