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 BROAD FOCUS Mini-Movies; the first BROAD FOCUS Mini-Movie, The Lady Cave is in partnership with La-Z-Boy Furniture Galleries.
INAUGURAL MINI-MOVIE “THE LADY CAVE” WITH LA-Z-BOY DIRECTED BY LAURA TERRUSO
PREMIERES SATURDAY, AUGUST 20
New York, NY, August 19, 2016 – 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 (directing credit) 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).
ABOUT BROAD FOCUS
Further positioning Lifetime as the industry leader in hiring and supporting women in creative roles,Broad Focus is a movement to identify and develop entertainment’s best and up-and-coming creative talent with a specific lens dedicated to developing content dedicated to the female experience. The initiative’s mission is to encourage and cultivate women’s talent in media, scout content leaders who are creating the best female-focused stories for television and advocate and raise awareness about the need for more women in influential content making roles throughout the media landscape.
Lifetime is a premier female-focused entertainment destination dedicated to offering the highest quality original programming spanning scripted series, non-fiction series and movies. As a result of the network’s aggressive programming strategy that has doubled the hours of its original programming, in 2014 the network reached its strongest ranking among the key Women 18-49 demo in six years and its youngest median age in 18 years. Lifetime Television®, LMN®, Lifetime Real Women® and Lifetime Digital™ are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks. A+E Networks is a joint venture of the Disney-ABC Television Group and Hearst Corporation. A+E Networks Official Press Site: http://press.aenetworks.com.
Headquartered in Monroe, Mich., La-Z-Boy has been producing some of the world’s most comfortable furniture for nearly 90 years. The company manufactures a full line of comfortable products for the living room and family room, including the company’s world-famous recliners, reclining sofas and love seats, sleep sofas, modular furniture and leather upholstery, as well as stationary sofas, love seats and chairs. It is a division of La-Z-Boy Incorporated (NYSE: LZB), one of the world’s leading residential furniture producers, marketing furniture for every room of the home. “Live Life Comfortably.”
ABOUT TANGERINE ENTERTAINMENT
Tangerine Entertainment is a film production company focusing on commercially viable, critically acclaimed stories for all audiences, with an emphasis on female filmmakers and strong roles for women. Tangerine has a clear and specific agenda aimed at increasing the presence of smart, complex women both behind and in front of the camera.