Target has announced its most ambitious project yet in “branded entertainment” – a 12-minute film called “Falling for You,” which will feature more than 100 home, beauty and fashion items that the Minnesota-based retailer is pushing this fall, the New York Times reports. It'll also star actresses Kristen Bell and Nia Long, and Emmy-nominated director Phil Abraham, who has worked on "Mad Men."
As viewers watch the movie online, they can tag the products they like for purchase later on the right side of the screen, the Pioneer Press notes. It's a romantic comedy, also featuring actor Zachary Abel, about two Target employees.
Forbes last year traced the 10-year evolution of branded entertainment – "the idea that advertisers can produce original entertainment and own their audience, rather than lease them."
Here's a short trailer: