'Mr. Magorium' features Simmons mattresses
By Furniture Today Staff -- Furniture Today, November 18, 2007
Atlanta — Simmons marketing executives are jumping up and down about their products' supporting role in a new movie, "Mr. Magorium's Wonder Emporium."
A scene in the movie has its two stars, Dustin Hoffman and Natalie Portman, playfully jumping on a roomful of Simmons mattresses. The company supplied 20 mattresses for the scene and even recommended how point-of-sale materials should be placed on the set.
Eleven Simmons logos are clearly visible on signage and pillowcases. The scene is in the movie trailer, which can be viewed online at www.magorium.com.
The bedding major said the product placement is part of its strategy to leverage low-cost, high-impact public relations opportunities. Beyond providing the product, Simmons said it paid no sponsorship fee for the placement in the movie.
Meanwhile, Simmons also worked with movie backers Walden Media and Mandate Pictures on a toy drive that ended last week and collected over 26,000 pounds of toys, which apparently will set a Guinness World Record. Partnering with the charity Toys for Tots, the sponsors collected goods in 10 cities at locations, including five Simmons plants and company headquarters in Atlanta.
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Simmons mattresses to appear on silver screen
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