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Q & A: How Willimon Runs Fincher's 'House ...Target Aims for Branded Entertainment Trend with Short Film 'Falling Into You'
The film centers on two flirtatious Target employees (Bell and Abel), who compete with each other to create a campaign for the 2012 fall collection. As the episodes play, a sidebar of the featured items appears, which users can "heart" and share to social media sites.
Parts 2 and 3 release October 4 and 9.
Prestige narrative branded entertainment is becoming increasingly favored by major companies, as exemplified by the LA Film Fest soft launch in June of Virgin Airlines' "Departure Date," starring Ben Feldman (also a "Mad Men" alum) and Janeane Garafalo, among others.
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