In an effort to promote family-friendly viewing, two of TV’s biggest advertisers, retailer Walmart and packaged-goods company Procter & Gamble will jointly produce a TV movie, according to the Wall St. Journal. (Since the WSJ is firewall-protected, we are linking to this free story about the deal written by Reuters.
The movie, "Secrets of the Mountain," is scheduled to air on NBC in April, the article says.
Both companies will air commercials during the airing, and "the film will include product placements for both, the Journal said, citing executives."
The movie is about a single mom who moves with her kids to a cabin on a mountain. The movie "highlights values such as generosity, honesty and togetherness that Walmart and P&G executives say are in short supply on television, according to the report."