May 6th, 2009
A Book Packager Takes a Step Into Web Video
By Ari Karpel
The New York Times
Alloy Entertainment has proved adept at turning its young-adult book series into successful movies and television shows. But Alloy is taking an unproven path. It is finding novel ways to package its latest brand expansion by cutting out the middleman and working directly with its advertisers and audience.
The company is preparing to introduce a show based on “Private,” its New York Times best-selling series of mystery novels for teenage girls, set at a fictional Connecticut boarding school. Without the promotional muscle of a network behind it, Alloy is using the company’s holdings online and in schools to promote the series, which will be preceded by an online reality show on which real-life teenagers will compete for a role on the scripted drama.
Creative Artists Agency, which represents Alloy, won the sponsorship of four Johnson & Johnson brands: Neutrogena, Neutrogena Cosmetics, O.B. and Carefree — a practice normally done by a network — which will advertise and receive integrated product placement on both the reality and scripted series.