Looking for a new way to capture the elusive teen market, Tommy Hilfiger just agreed to a multi-million deal to put Tommy Jeans and one of his models in a new teen movie from Dimension Films.
The studio that recreated the teen horror genre with Scream, will release The Faculty, written by Kevin Williamson and directed by Robert Rodriguez. The sci-fi movie is about werewolves in high school (they’re the teachers!) and it stars Salma Hayek, Elijah Wood, and Grammy-winning R&B singer Brandy.
In return for the extensive product placement, Hilfiger will use some of the movie’s stars in his late summer back-to-school ads, a campaign that is said to top $10 million. Ads will run in Teen People, Spin, YM, and Vibe. Commercials will air on MTV, VH-1, BET, and Comedy Central.
“Tommy recognized the success of Scream and Scream 2 and how popular the films are with teens,” says Miramax senior vp worldwide promotion John Polwrek.
Even though the film was still being shot in June, the ads will start running in July for the Dec. 25 movie. Polwrek says the retail sell-in program will come from Hilfiger, and that retail plans for the back-to-school period will come later.
The ads were shot by Peter Arnell on the Austin, TX, set of the film. Wood and Usher are featured in the ads, as well as Tommy model Kidada Jones. Jones, the daughter of Quincy Jones and Peggy Lipton, is an extra in the film.
Dimension Films is a subdivision of Miramax, the studio owned by Disney.