A&E Networks, revving up for its first ever triple-cast, of new four-hour two-night miniseries Bonnie & Clyde, announced today it had lined up six “premium sponsors” on the project — including the 20th Century Fox release of The Secret Life of Walter Mitty, as well as, ironically, Match.com, plus Jeep Cherokee which will use the time to position itself as the “ultimate escape vehicle.”
Lifetime, A&E and History channels will simulcast the miniseries starting Sunday, December 8 at 9 PM ET. Emile Hirsch (Into the Wild) and Holliday Grainger (The Borgias) star in the title roles of Clyde Barrow and Bonnie Parker, the infamous Depression-era outlaw couple; the cast also includes Holly Hunter (The Piano) and William Hurt (Too Big to Fail).
From today’s announcement:
GEICO is partnering on all three networks…Similar to the feel of GEICO’s “Did you know?” campaign, these in-show content pieces provide viewers with an alternate look into a well-known story – in this case, the story of Bonnie & Clyde.
Jeep Cherokee will also be partnering across all three networks, with A+E Networks…The spots will launch on December 4th and will position the Cherokee as the ultimate escape vehicle.
Direct TV… will create a custom behind-the-scenes content piece that will give viewers an inside look into how the making of BONNIE & CLYDE.
Match.com will be supporting their sponsorship by hosting a BONNIE & CLYDE themed party in New York City.
In addition, the pharmaceutical manufacturer GlaxoSmithKline is also supporting both nights with a three network sponsorship that includes commercial units, billboards and tagged tune-ins. The creative will support their upcoming asthma.com campaign.
As well, 20th Century Fox: The Secret Life of Walter Mitty, in theaters December 25, has signed on as an additional sponsor on all three networks.
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