For Tommy Hilfiger, who will be an executive producer of the "Reel Docs" films, the effort aligns with the target audience for the fragrance. "The woman wearing [Dreaming] is the Tommy girl grown up. She's more refined and sophisticated, more elegant, more polished," he said.
Any magazine publisher will repeat with vigor that advertisers are looking for multiplatform venues to bring their mission statements to life — and buzz generated from ties to Hollywood or pop culture are of high interest. "Those days of just putting your logo on something are gone," said Glamour publisher Bill Wackermann. "Reel Moments," which also includes the original "Reel Moments" scripted series and "Reel Music" program for budding musicians, has helped to bring in new business to Glamour and deepen relationships with advertisers, all while adding an estimated "tens of millions of dollars" to Glamour's bottom line, according to sources close to the franchise. Tommy fragrance, for example, had not been an advertiser with Glamour since Wackermann joined the magazine four years ago.
"Many magazines are always looking for marketing vehicles and partnerships with brands, but I don't want to do what everyone else has done, and what everyone else is doing," said Hilfiger. The brand was one of the first to put musicians in its ads, "but everyone does it now, so it's not so interesting to me anymore." Hilfiger also explained: "The independent film is more interesting than the commercial films because young, independent directors have more creativity and a lot more room to move."