Lifetime®’s BROAD FOCUS® initiative, a global effort at A+E Networks to develop entertainment’s future creative talent and provide women with opportunities to write, develop, produce and direct content for the company, is set to premiere the first BROAD FOCUS Mini-Movie, “The Lady Cave” in partnership with La-Z-Boy Furniture Galleries.
“The Lady Cave” is directed by the talented Laura Terruso and is part of a larger La-Z-Boy campaign to align their brand with a female-focused brand and audience. The branded piece organically highlights the stylish La-Z-Boy furniture within the context of the mini-movie plot, centered around a mom who has a secret “lady cave” to escape her chaotic household. In the mini-movie she introduces her friend to the “lady cave,” a beautiful and relaxing sanctuary designed with a wide assortment of La-Z-Boy home furnishings.
David DeSocio, SVP, Ad Sales partnerships, said: “We are pleased that advertisers are seeing the value in BROAD FOCUS and supporting women in the commercial space.”
Amy Baker, EVP, Ad Sales, Lifetime, LMN & FYI, said: “Under the BROAD FOCUS umbrella, the mini-movie initiative not only celebrates the Lifetime TV movie genre that we are so known for, but it also gives us a fantastic platform to showcase talented female directors, producers and writers in partnership with smart brands such as La-Z-Boy, who want to truly engage with a wide yet targeted and powerful female audience.”
“Lifetime and its BROAD FOCUS initiative aligns with our target female audience, and provides her with a unique opportunity to engage with the La-Z-Boy brand,” said Doug Collier, Chief Marketing Officer at La-Z-Boy. “We are very focused on educating consumers about the wide selection of great looking furniture we have to offer, and the ‘Lady Cave’ provides just a glimpse of the array of beautiful stationary sofas, chairs, tables and more within our portfolio.”
“The Lady Cave,” a 2:20 Mini-movie (https://wdrv.it/c1796e615) will be hosted and introduced by Terruso. The film is produced by Tangerine Entertainment, who focus on developing female writers/producers/directors. The Mini-Movie will be promoted across A+E Networks’ social platforms, and will air within four prime time spots across A+E Networks’ female-focused brands including Lifetime (“Boy in the Attic,” “Unwanted Guest”) and LMN (“It Had To Be You,” “Center Stage III”).
