December 7, 2005
Promoting the Geisha

This week's Entertainment Weekly included a short interesting study of Banana Republic's promition of the Sony Pictures production Memoirs of a Geisha.

Banana Republic has released a line of Asian-inspired clothes to help promote the upcoming film.

Sony has also entered into tie-ins "with cosmetics company Fresh, luxury candle brand D.L. & Co., and the Republic of Tea, among others," according to Missy Schwartz, author of "Asia Miner," the EW article.

This marketing ploy, coupled with the traditional media spots to air versions of the trailer or print ads, brings to question what the value of these loose tie-ins might be, as the measuring system for such things still remains largely speculative.

Any thoughts?