MTV and Sears go back to school


For the first time, MTV has teamed up with Sears to launch a new movie musical from the executive producers of "High School Musical." "The American Mall" premieres exclusively Monday, August 11 at 9 p.m. ET/PT on MTV with the DVD and soundtrack hitting stores the next day. A multi-layered integrated marketing campaign built around the movie targets the core MTV audience on-air, online and in stores — in time for the back-to-school shopping season.

"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, seeding trends for the back-to-school season. Plus, extras carry Sears shopping bags in the background. Co-branded commercials spots will air during the premiere of the movie.

The campaign continues throughout the summer as Sears will distribute VIP Access Cards to young adults with special offers for members. Sears product giveaways will be offered through local "The American Mall" radio promotions and on the MTV series "TRL." In addition to The American Mall website, bonus video clips and content from the movie will appear on the Sears seasonal microsite