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Hallmark
is targeting mothers this month.
The
channel is launching a week-long festival of films that centre
around the occasion of Mother's Day. To air for a week beginning
5 May at 9 pm, the films are all about exceptional women and
ordinary women and women who wrought exceptional changes in
their lives.
A
comprehensive marketing exercise marks the venture. 280 Hallmark
Card & Gift shops will be pressed into service to promote
the festival. Contests and on-air solicitations and consolation
prizes will help push the event among women.
The
festival, according to Rohinton Maloo head of MediaScope,
which handles the channel's PR, will have outdoor publicity
in Mumbai and Bangalore, as well as promotion on FM radio
in Mumbai, Bangalore and Delhi, print ads in the cities, besides
a six-week banner campaign on popular consumer websites.
An
additional on ground component will be a Grand Mother's Day
celebrity supper theatre party in Mumbai and Bangalore and
a wide OTG presence through 280 Hallmark card and gift stores.
The
schedule of movies on Hallmark :
| 5th
and 6th May |
Feast
of All Saints |
*ing:
Gloria Reub, Jennifer Beals |
| 7th
May |
Take
My Advice |
*ing:
Robert Desidero, Wendy Malick |
| 8th
May |
The
Lost Child |
*ing:
Gloria Reub, Jennifer Beals |
| 9th
May |
Leona
Helmsley: The Queen Of Mean |
*ing:
Lloyd Bridges Suzanne Pleshette |
|
10th May. |
No
Ordinary Baby |
*ing:
Bridget Fonda Mary Beth Hurt |
| 11th
May |
Taking
Back Our Town |
*ing:
Laura Innes Ruby Dee |
| 12th
May |
Steel
Magnolias |
*ing:
Julia Roberts, Sally Field, Shirley MacLaine, Dolly Parton |
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