Sears wants its MTV

NEW YORK Sears is partnering with MTV to launch a new movie musical, "The American Mall," that gives the retailer a strong presence in the film and then takes that brand placement back to the stores.

"The American Mall," directed by Shawn Ku, is the story of a group of young adults who work in a mall over the summer. The movie was filmed in Salt Lake City and Provo, UT, with several scenes shot in a local Sears store. Sears fashions have been integrated into the movie as part of the characters' wardrobes. Plus, extras carry Sears shopping bags in the background. Co-branded commercials spots will air during the premiere of the movie on August 11.

Sears in-store experience zones will feature "The American Mall" character looks as created through consultation with the movie's costume designer, Cynthia Summers. Licensed "The American Mall" merchandise and the movie DVD with a bonus disc featuring exclusive material will be available only at Sears. Additionally, four stars of the movie -- Nina Dobrev, Rob Mayes, Bresha Webb and Rodney To -- will be featured in the Sears circular and online wearing Sears fashions.

"We're leveraging 'The American Mall' partnership at every possible touch point, which is really exciting for Sears, as MTV is a highly relevant brand for young adults," said Richard Gerstein, senior vp and chief marketing officer for Sears. "As a retailer, it is important for Sears to provide offerings that are meaningful for students, while providing the all-important value for Mom."