TAKE THREE: Is Bill Wackermann on a path to be the next Richard Beckman, or has he simply been bit more than a few times by the Hollywood bug? Reel Moments, Glamour's three-year-old program spearheaded by vice president and publisher Wackermann, started as a reader contest designed to create buzz and, like most brand extensions, drive more ad pages to the magazine. The program invites readers to send in stories with the chance to have their tales adapted into short films directed by A-list actresses. In its third iteration, the franchise has not only become a significant one for Glamour, but the program is also looking to make a bigger splash in Tinsletown. Reel Moments will hand out a filmmaking grant to a budding director and host a symposium where alumni and notable women in the industry will meet to discuss issues affecting woman in Hollywood.
"For us, what's resonating with Reel Moments and why it continues to grow is the core stems from empowering women. It feels genuine and it comes from real readers' stories in the magazine," said Wackermann. This year's three films will be directed by Rita Wilson, Kirsten Dunst and Kate Hudson.
Reel Moments in its first year produced five films and roped in Elizabeth Arden, Nokia, Bebe and Mercury as sponsors. As a part of their involvement in the project, advertisers' wares were incorporated, albeit subtly, into each film with varying themes. Last year, Glamour produced three films themed around love and signed on a sole sponsor, Cartier, which launched its Love bracelet with the program.
This year, Clinique Happy will be the sole sponsor of three films themed around happiness. "The program works great as single sponsorship because it resonates to have a single theme go through all of the stories," said Wackermann. "A lot of product integration can feel forced to the consumer. The value of this program is about the artistic merit of these stories."
And of course, the incremental dollars to Glamour's bottom line.