P&G pegs music PSA effort to Miramax movie

Friedman, Wayne
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p2
Trade Publication
This article reports on the marketing deal between Procter & Gamble Co. (P&G) and Miramax Films for the motion picture, Music of the Heart, as of October 1999. Contrary to its previous actions, P&G inked a deal that will involve it throughout the life cycle of the film Music of the Heart. P&G will produce a series of public service announcements about the importance of music education in schools, featuring some of the film's stars. P&G will sponsor screening of the movie for music educators, government officials and school board members. It will also sponsor the world premier of the film as well as a benefit for the VH1 Save the Music Foundation. In addition, P&G will sponsor a number of in-school music programs in conjunction with the movie's release on October 29, 1999. Lori Sale, senior vice president for worldwide promotion at Miramax, commented that the deal gives Miramax a tremendous credibility.


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