Since taking over at HSN four years ago, the new regime has wanted to theme its programming from time to time around a female-friendly movie, in the hopes of keeping its largely female audience engaged and buying.  Well, now they have their chance with the undeniably “chick-flick” offering from Sony Pictures Eat Pray Love, starring Julia Roberts.  In what the retailer describes as a “complete takeover of its network,” HSN will theme three, full days of programming around the movie, starting Aug. 6, “…with each day revolving around products that relate to one of the three countries — India, Italy, Bali — that Roberts’ character visits in a quest for self-discovery following a divorce…More than 400 items, from prayer beads to pasta makers, will be offered from more than 20 of HSN’s partners across a variety of categories, including beauty, home decor, travel, cooking and jewelry.”  The trailer and other footage from the movie will be used, along with music and a special graphics package, to create the Eat Pray Love look for the three-day event.

HSN VP of Programming, Marketing and Business Development Bill Brand explains the rationale for the promotional deal with Sony — in which no money will be exchanged — this way.  “We’re a television network and series of platforms and we work at creating compelling experiences that makes a woman want to watch and extend her length of tune in with us. Those are the same principles traditional networks use.”  Variety Jul. 6, 2010