Pharmaceutical giant Gsk is going to dramatic lengths to get consumers thinking about the challenges of Meningitis B.
Rather than pepper Lifetime’s TV schedule with traditional ads about the disease, Gsk has commissioned a short film on the subject, in which actor Soleil Moon Frye talks to parents and experts. Her efforts will show up in a three-minute vignette that appears during certain Lifetime movies; a 17-minute film made available via a bespoke digital site; and in “snackable” lengths via social and other venues. Melissa Joan Hart, who was, like Frye, a popular child actor and is a regular in Lifetime’s movies, will also appear in the vignettes, which will appear on digital outlets first and then on the cable network starting June 25.
“This isn’t a manufactured moment,” says Maura O’Donovan, vice president of ad sales partnerships at A+E Networks, in an interview. “It really is something that is authentic.
Rather than pepper Lifetime’s TV schedule with traditional ads about the disease, Gsk has commissioned a short film on the subject, in which actor Soleil Moon Frye talks to parents and experts. Her efforts will show up in a three-minute vignette that appears during certain Lifetime movies; a 17-minute film made available via a bespoke digital site; and in “snackable” lengths via social and other venues. Melissa Joan Hart, who was, like Frye, a popular child actor and is a regular in Lifetime’s movies, will also appear in the vignettes, which will appear on digital outlets first and then on the cable network starting June 25.
“This isn’t a manufactured moment,” says Maura O’Donovan, vice president of ad sales partnerships at A+E Networks, in an interview. “It really is something that is authentic.
- 6/20/2023
- by Brian Steinberg
- Variety Film + TV
Exclusive: Lifetime has greenlit the next two movies from the T.D. Jakes‘ Seven Deadly Sins anthology with Wrath and Greed. The films will debut on back-to-back Saturdays starting April 16.
Based on the series of books by Victoria Christopher Murray, Wrath: A Seven Deadly Sins Story stars Michelle Williams (Destiny’s Child), Tina Knowles-Lawson (Profiled: The Black Man), Romeo Miller (Tyler Perry’s Madea’s Witness Protection), and Antonio Cupo (Blood & Treasure).
Wrath follows single lawyer Chastity Jeffries (Michelle Williams) as she meets Xavier Collins (Antonio Cupo), a man who seems to be everything she is looking for in a partner—handsome, smart, and a lawyer as well. As his affection turns to obsession, Chastity realizes that she has been swept up by Xavier’s passion and abandoned her principles. When Xavier’s jealousy and wrath lead to suspicious actions and dangerous threats, Chastity confides in her mother Sarah (Tina...
Based on the series of books by Victoria Christopher Murray, Wrath: A Seven Deadly Sins Story stars Michelle Williams (Destiny’s Child), Tina Knowles-Lawson (Profiled: The Black Man), Romeo Miller (Tyler Perry’s Madea’s Witness Protection), and Antonio Cupo (Blood & Treasure).
Wrath follows single lawyer Chastity Jeffries (Michelle Williams) as she meets Xavier Collins (Antonio Cupo), a man who seems to be everything she is looking for in a partner—handsome, smart, and a lawyer as well. As his affection turns to obsession, Chastity realizes that she has been swept up by Xavier’s passion and abandoned her principles. When Xavier’s jealousy and wrath lead to suspicious actions and dangerous threats, Chastity confides in her mother Sarah (Tina...
- 2/17/2022
- by Rosy Cordero
- Deadline Film + TV
While A+E’s History Channel sets out to tell the story of Abraham Lincoln in a documentary over three nights it will also tell the stories of formerly enslaved people who were also an important part of that era in a mini-series backed by one of its advertisers.
Ancestry is sponsoring a three-part miniseries that will accompany the Lincoln work, which debuts February 20, the latest in A+E’s efforts to craft bespoke programming segments that burnish ad messages while at the same time keeping viewers tuned to the programing for which they originally came.
“To me, this is not a commercial break, this is not a ‘brought to you by,’” says David DeSocio, executive vice president of ad sales marketing and partnerships at A+E Networks, in a recent interview. “It’s a continuation of the story, but on a very personal level.”
Each of the content segments accompanying...
Ancestry is sponsoring a three-part miniseries that will accompany the Lincoln work, which debuts February 20, the latest in A+E’s efforts to craft bespoke programming segments that burnish ad messages while at the same time keeping viewers tuned to the programing for which they originally came.
“To me, this is not a commercial break, this is not a ‘brought to you by,’” says David DeSocio, executive vice president of ad sales marketing and partnerships at A+E Networks, in a recent interview. “It’s a continuation of the story, but on a very personal level.”
Each of the content segments accompanying...
- 2/16/2022
- by Brian Steinberg
- Variety Film + TV
Fox will debut its new celebrity competition series “The Real Dirty Dancing” next month in the Tuesday time slot that was previously reserved for the now-pushed-to-fall, high-profile Susan Sarandon drama “Monarch.”
The Stephen “tWitch” Boss-hosted dancing show, which was ordered to series by the network last fall as part of its 2021-2022 programming lineup, follows eight celebrities — Brie Bella, Corbin Bleu, Tyler Cameron, Cat Cora, Howie Dorough, Antonio Gates, Anjelah Johnson-Reyes and Loni Love — “as they fully immerse themselves” in the ultimate “Dirty Dancing” experience in the hope of becoming the next “Baby” and “Johnny” (the characters played by Jennifer Grey and Patrick Swayze in the classic ’80s film).
The special event series will premiere Tuesday, Feb. 1 at 9 p.m. Et on Fox, airing its remaining episodes air Feb. 8, Feb. 15 and Feb. 22 in the same slot. That time period makes “Real Dirty Dancing” primetime competition for NBC’s Beijing Olympics,...
The Stephen “tWitch” Boss-hosted dancing show, which was ordered to series by the network last fall as part of its 2021-2022 programming lineup, follows eight celebrities — Brie Bella, Corbin Bleu, Tyler Cameron, Cat Cora, Howie Dorough, Antonio Gates, Anjelah Johnson-Reyes and Loni Love — “as they fully immerse themselves” in the ultimate “Dirty Dancing” experience in the hope of becoming the next “Baby” and “Johnny” (the characters played by Jennifer Grey and Patrick Swayze in the classic ’80s film).
The special event series will premiere Tuesday, Feb. 1 at 9 p.m. Et on Fox, airing its remaining episodes air Feb. 8, Feb. 15 and Feb. 22 in the same slot. That time period makes “Real Dirty Dancing” primetime competition for NBC’s Beijing Olympics,...
- 1/19/2022
- by Jennifer Maas
- Variety Film + TV
Lifetime is trying to turn a commercial break into a holiday tradition.
Last year, the A+E Networks-backed cable outlet showcased a 15 minute “mini-movie” that starred actor Mario Lopez as KFC scion Col. Harland Sanders. The steamy short poked fun at the network’s famous soapy dramas. At 8 p.m. Friday, Lifetime will bring out a new short film, one that is devoted to showcasing Procter & Gamble’s Olay. “A Merry & Bright Makeover” features Monique Coleman, who has starred in Disney’s “High School Musical” and is slated to appear during the premiere of Lifetime’s “A Christmas Dance Reunion.”
“You won’t find a more engaged audience than Lifetime viewers hunkering down for ‘It’s A Wonderful Lifetime’ holiday movies, and we leverage that passion to the advantage of our partners,” said David DeSocio, executive vice president of ad sales and partnership marketing for A+E Networks, in a prepared statement.
Last year, the A+E Networks-backed cable outlet showcased a 15 minute “mini-movie” that starred actor Mario Lopez as KFC scion Col. Harland Sanders. The steamy short poked fun at the network’s famous soapy dramas. At 8 p.m. Friday, Lifetime will bring out a new short film, one that is devoted to showcasing Procter & Gamble’s Olay. “A Merry & Bright Makeover” features Monique Coleman, who has starred in Disney’s “High School Musical” and is slated to appear during the premiere of Lifetime’s “A Christmas Dance Reunion.”
“You won’t find a more engaged audience than Lifetime viewers hunkering down for ‘It’s A Wonderful Lifetime’ holiday movies, and we leverage that passion to the advantage of our partners,” said David DeSocio, executive vice president of ad sales and partnership marketing for A+E Networks, in a prepared statement.
- 12/3/2021
- by Brian Steinberg
- Variety Film + TV
While made-for-tv holiday movies have enjoyed an explosion in popularity in the past five years, they’re not a new phenomenon for Lifetime. The network has been making ripped-from-the-headlines films for three decades at this point and has the whole process down to a science: a few months for development and writing, 15 days for filming, a few weeks for post-production, and voila — a feel-good romance ready for air. In the case of “A Christmas Dance Reunion,” Covid-19 precautions meant that the production, which filmed in November 2020 at the height of the pandemic, had a little extra wiggle room. But not much.
“A Christmas Dance Reunion” reunites “High School Musical” stars Corbin Bleu and Monique Coleman as a pair of childhood friends who rekindle their romance — and love for dance — when the hotel where they spent their childhood holidays announces it’s closing. Director and co-writer Brian Herzlinger, who has made several movies for Lifetime,...
“A Christmas Dance Reunion” reunites “High School Musical” stars Corbin Bleu and Monique Coleman as a pair of childhood friends who rekindle their romance — and love for dance — when the hotel where they spent their childhood holidays announces it’s closing. Director and co-writer Brian Herzlinger, who has made several movies for Lifetime,...
- 12/2/2021
- by Jean Bentley
- Variety Film + TV
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