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Target Aims for Branded Entertainment Trend with Short Film 'Falling Into You'

Photo of Beth Hanna By Beth Hanna | Thompson on Hollywood September 25, 2012 at 5:07PM

Target is taking big strides into branded entertainment with the 12-minute short film "Falling Into You," which shows off more than 100 fall season fashion, home and beauty items, while starring the likes of Kristen Bell, Nia Long and Zachary Abel. The short is directed by regular "Mad Men" helmer Phil Abraham, and unspools in three parts. Part 1 releases online October 2.
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Kristen Bell

Target is taking big strides into branded entertainment with the 12-minute short film "Falling Into You," which shows off more than 100 fall season fashion, home and beauty items, while starring the likes of Kristen Bell, Nia Long and Zachary Abel. The short is directed by regular "Mad Men" helmer Phil Abraham, and unspools in three parts. Part 1 releases online October 2.

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.

This article is related to: Branded entertainment, Digital Future


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.