Mobile plays a critical role in how Disney plans to market several of its upcoming films over the next couple of years with HSN in what the company claims is its first partnership with an omnichannel retailer.

Disney will work with HSN to develop multi-platform marketing programs for three upcoming films: Cinderella, Maleficent and The Hundred-Foot Journey. The programs include unique mobile, digital and television marketing to support themed merchandise.

?The biggest movies don?t stop making money when the film leaves the theater,? said Jeff Hasen, Seattle-based chief marketing officer at Mobivity.

?There are merchandising extensions and promotions for coming DVDs and on-demand showing,? he said. ?Why wouldn?t Disney do more to reach them there?"

Mr. Hasen is not affiliated with Disney or HSN. He commented based on his expertise on the subject.

HSN and Disney did not meet press deadline.

Multichannel play
Disney?s partnership with HSN will last two years, and Disney claims that it is the first time the movie giant has worked with a retailer on a long-term marketing plan.

The first program to launch will be for the upcoming film Maleficent on May 27, which premiers in theaters on May 30 and follows the story of the Sleeping Beauty villain.

After a 24-hour programming event, consumers will be able to shop products designed for the film by designers including Heidi Daus and Naeem Khan on HSN?s mobile platforms and Web site.

Additionally, HSN plans to air primetime specials related to the film from May 28 ? 30 that will be broadcast via mobile, online and television.

The following two programs will take place in the fall later this year and in the spring next year for The Hundred-Foot Journey and Cinderella, respectively.

Leading up to the release of each film, HSN will roll out mobile, Web, social and television campaigns that showcase particular products from HSN?s home, beauty, jewelry and fashion departments. 

Disney?s partnership builds on similar campaigns that the movie company has run with HSN in the past. These include programs for 2013?s Oz The Great and Powerful and 2010?s The Help.

Movie magic
HSN has invested quite a bit in mobile over the years.

In November, HSN ran mobile-only offers to get a head start on holiday shopping (see story).

Additionally, the brand ran a nine-week holiday sweepstakes that leveraged games and video last year (see story). 

As film studios look to squeeze the most out of the often expensive marketing that goes into individual film launches, taking ad spend digital and mobile is one way that marketers can potentially build longer forms of engagement.

?The film industry has gone mobile in many ways, including ticket buying, advertising for those on the go who are looking for something to do, and to draw buzz through content and social interaction,? Mr. Hasen said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York