Milo Ventimiglia - Milo's 'It's A Mall World' Discussion (links to all episode downloads in first post!) - Page 2

PGGF · 05-03-2007, 02:57 PM

Milo and his suits reminds me of me and band t-shirts....we are hardly ever separated

. I love how often he wears suits....he looks so good in them.

~Caroline~ · 05-03-2007, 04:28 PM

i found this pic from dino101 at LJ http://dino101.livejournal.com/friends/#dino101999

**Roswell 10/2/00** · 05-03-2007, 04:43 PM

OMG who needs Entourage when you have the DSC! I love those guys! Such a classic and priceless photo!

Quote:

Originally Posted by :jay: (View Post)

Loving the sound of this go milo

I love how our boys popping up everywhere

if only he'd pop up on my doorstep

OMG Jay you are a riot!

Oh and I agree I wouldn't mind having Milo show up on my doorstep as well.

**ramgirl** · 05-03-2007, 04:54 PM

thanks for the pic Caroline!!! Nice to see some behind the scenes stuff.

Shanti70 · 05-03-2007, 05:16 PM

The Hollywood Reporter and Yahoo had articles about Milo directing this. I'll see if I can link them.

Here is the actual article:

Quote:

Back to Story - Help

Ventimiglia outfits Web series for American Eagle
By Gail SchillerThu May 3, 5:49 AM ET
"Heroes" star Milo Ventimiglia is directing a Web comedy series for retailer American Eagle Outfitters.

"It's a Mall World" explores the lives and relationships of a greeter/salesgirl at an American Eagle store, two employees at a fictitious independent record store, a "slightly psychotic" girl who works in a similarly ersatz lingerie store called Glorious Chest, and a "bad-boy poseur from the requisite mall juice bar," American Eagle said.

The series will consist of 12 five-minute "webisodes" that will air weekly at American Eagle's web site (http://www.ae.com), starting August 2.

It will premiere on MTV in the summer, as part of American Eagle's overall media buy with the network, and in American Eagle stores in the form of three-minute "minisodes."

Reuters/Hollywood Reporter

Kelly_mv · 05-08-2007, 05:30 AM

From USAtoday:

Actor Milo Ventimiglia will direct an American Eagle series starring Dianna Agron.

American Eagle Outfitters plans Web comedy

By Theresa Howard, USA TODAY
NEW YORK — Prime-time commercials will get a trendy makeover from American Eagle Outfitters (AEO) just in time for back to school.
The specialty apparel brand has hired a film production company led by Milo Ventimiglia, a star of NBC's Heroes, to create a 12-episode series of three-minute films that will replace the first commercial break on MTV's (VIA)The Real World: Sydney starting in August. It will be titled It's a Mall World and star young film and TV actors, who will be wearing AE clothes.

Five-minute versions of each episode will run the next day at AE.com with a feature that lets consumers buy the apparel worn on the show. American Eagle sees such "advertainment" as the future marketing for its 12- to 25-year-old consumers, who are both techno-savvy and finicky about what ads they'll watch.

A second series is in the works for the holiday season, and two to three projects with new themes, casts and crews are planned for 2008.

"Our strategy is to be a platform for lifestyle content," says Kathy Savitt, AE's chief marketing officer. "It's a reflection of the pop culture and life of our customer. These kids are saying they want to pick the way they watch their content rather than fit into a pre-packaged demographic profile."

Ventimiglia believes if the series is fun, everything else will fall into place: "There's so much overthinking, test groups and consumer groups. Or you can just go do it. We want to make something funny that people will identify with."

Savitt says Mall World has a funny, boy-meets-girl storyline and a tone similar to the 1994 feature film Clerks.

It involves twentysomethings who work in a mall, including: Harper (played by Dianna Agron, 21, who's appeared on Shark and CSI: New York) is an American Eagle sales clerk and the object of attention from Dean (Sam Huntington, 25, a guest star on CW's Veronica Mars) who works in the mall record store. In a digital music world, Dean and fellow clerk Evan (Deon Richmond, 29, from Not Another Teen Movie) have time to kill.

AE will promote the MTV and online series with e-mail to AE.com's 1 million registered users, teasers on MTV.com and promotion on AE's 950-store internal TV network.

Filling one three-minute ad break with a short film rather than scattering 30-second ads throughout a show aims to lure viewer attention and avoid being lost among six or more ads in a typical break.

"This is an audience looking for content and entertainment all the time," says John Shea, executive vice president at MTV Networks.

MTV delivers young viewers — it's No. 2 for ages 18 to 24 and No. 5 for 12 to 17, according to Nielsen. However, it also packs in ads: second only to Fox News at about 16 minutes of non-programming per prime-time hour, according to a study by ad researcher MindShare.

Debbie Solomon, MindShare's director of research, says AE's strategy could work "if the characters are relatable. This target audience has even less patience for advertising than other consumers."

darcybennett · 05-08-2007, 08:07 AM

How fantastic! This sounds like such a cool project for Milo and his production company!

I'm very happy for him and I admire him for continuing to explore other avenues in this business.

Thanks for all the info, Kel!

And to everyone who provided additional details, links, and pics!

Shanti70 · 05-08-2007, 09:13 AM

Producer/Director/Actor "suits" Milo very well.

**ramgirl** · 05-08-2007, 01:24 PM

Thanks for that article!!! It sounds very intersting and very different. There's also a picture in US Weekly....I wonder if MTV went behind the scenes and will air them in their news segements??

Kelly_mv · 05-08-2007, 05:43 PM

It's so nice to see these articles include pictures of him working on the set. I just love that he wears a suit

Re: Milo's quote:

Quote:

There's so much overthinking, test groups and consumer groups. Or you can just go do it. We want to make something funny that people will identify with.

Very true. I like how he's doing what he feels is best and is trusting his instincts, instead of just 'going by the book' of usual rules.

~Caroline~ · 05-09-2007, 08:08 PM

is he wearing sunglasses on his head in that pic?

cbluvs2act · 05-09-2007, 11:19 PM

so cool.

Shanti70 · 05-10-2007, 07:50 AM

Quote:

is he wearing sunglasses on his head in that pic?

Looks like it to me.

~Caroline~ · 05-10-2007, 06:59 PM

i wonder why? maybe because of the studio lights.

Hallon · 05-10-2007, 11:19 PM

It looks like they might be outside. And don't Californians always have their glasses with them, whether they need them or not?

I wonder if you can watch those over here too... Or if it's like the NBC Hereos stuff, that you have to be in the US to watch it. Hopes for the former.