Film production company The Weinstein Co. has partnered with flash sales Web site Hautelook to promote the release of its film, “I Don’t Know How She Does It,” via a multichannel mobile effort.

Weinstein is using applications for iPhone and iPad, a mobile-optimized site and commerce in addition to other digital initiatives. The deal, which worked in conjunction with mobile entertainment company skyrockit, capitalizes on recreating looks from the film at discounted prices for consumers.

“Everyone is looking for a way to connect monetization to television and film,” said Jon Vlassopulos, CEO of skyrockit, San Francisco.

“This campaign with The Weinstein Co. is an example of taking a mobile platform and creating a deeper engagement with the film’s fans that were watching the movie and wanted to buy the clothes,” he said.

The Weinstein Company is a TV and film production and distribution company. Examples of movies the company has released include “A Single Man,” “Our Idiot Brother” and “Inglorious Basterds.”

Hautelook is a flash fashion Web site owned by Nordstrom Inc. that specializes in 48-hour sales.

Quick finds
Fans of I Don’t Know How She Does It, which stars Sarah Jessica Parker, Pierce Brosnan and Christina Hendricks, can download a free iPhone and iPad app to further engage with the movie.

Mobile device owners can also access the content from the microsite at http://m.howshedoesitmovie.com.

Consumers can then shop similar products from the movie by character, scene or look.

Once selecting an item, consumers are then redirected to sign in with their Hautelook account to buy the items at a discounted price.

Consumers can shop from specific scenes in the movie

Specifically, the app hones in on Sarah Jessica Parker’s character, who is recognized for her style.

“Our team went through stills from the movie to find curated sets of products that relate to characters in the film,” said David Sobie, vice president of business development for HauteLook, Los Angeles.

Consumers can buy movie tickets from Fandango directly from the app.

Movie fans can also enter to win a Hautelook-sponsored sweepstakes, which includes shopping sprees and consultations.

Shoppers can buy items directly from Hautespot

In addition to mobile, the film is boosting awareness via social networks including Facebook and Twitter.

Bank on mobile
The deal between Weinstein and Hautelook is an example of a campaign that bridges consumer value with commerce.

By driving movie ticket sales, Weinstein is able to bolster revenue and awareness of the film.

Additionally, the partnership is able to hone in on a very specific demographic of consumers who are interested in purchasing products from the movie.

“We all watch media and see big commercials for films like this one, but there is never a good way to connect the media with the brand,” skyrockit’s Mr. Vlassopulos said.

“Hautelook was able add context to its marketing, and the movie delivered additional content through the mobile initiatives, which in turn, drives marketing and commerce aspects for all parties” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York