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Walmart has long attempted to portray itself as a family-friendly company, selling “clean” versions of music albums and closing down adult divisions of acquired companies, among other things. Now the world’s largest retailer has launched a new marketing, in-store and digital initiative called “Family Moments “. According to a Walmart press release, the new campaign is “designed to provide more entertainment options for the entire family”.

A focal point of the new campaign is the debut of a new feature-length TV movie, co-financed by Procter and Gamble, the purveyor of Pringles, Pampers and Pantene. Walmart calls the film a “direct response to research which reveals that parents across America are seeking more family-oriented entertainment for the whole family to enjoy together”. The film, entitled Secrets of The Mountain, is a drama/adventure that will air on NBC this Friday, April 16.

Here is the trailer for the film:

What do you think, Insiders? Will Walmart’s latest bid to promote its family-friendliness pay off, both financially and in customer goodwill? How altruistic do you think the motives are behind this move from such a major, competitive company? Or should we put aside debate over financial motivation and just be grateful there’s a little more family entertainment in the world?

(via WalmartStores.com)

6 Responses to “Walmart Launches ‘Family Moments’ Initiative, TV Movie”

  1. Visitor [Join Now]
    insider [visitor]

    It doesn’t look to bad. It reminds me of the movies you find on basic cable.

    The key will be to build a core group of family films. Establish a line. No short term successes here.

  2. Member [Join Now]
    Romosapien [romosapien]

    If anyone would notice that Walmart lines itself with its distributors; in this case P&G. Walmart is no more concerned about family entertainment as it is putting money in top execs pockets. Now they did this to get P&G products; which there are quite a few already on the shelves, at a lower cost and still charge customers the same price. They want to be more family oriented, stop dropping popular products that sale, and stop moving stuff around.

  3. Member [Join Now]
    cownow2

    My family does not have much “family time” due to Wal-Mart’s lack of family values. They way they schedule their associates, my husband and I have very little quality time together. One of the company’s beliefs used to be “Family First”… That has been replaced with “Profits First”. They are out to make a buck, and the associates be damned! ‘Nuf Said!

  4. Visitor [Join Now]
    dawn [visitor]

    Family oriented? Be realistic. Those companies don’t exist anymore. It is all about the profits. Still, I welcome a good family oriented movie even when I know the motives are profits. At least I am getting a decent product.

  5. Member [Join Now]
    dg_eeyore

    I watched the movie. It was terrible. Bad acting, bad script, stupid plot. Plus the blatant product placement of Walmart brands. It may have been acceptable for families to watch, but it wasn’t very enjoyable.

  6. Member [Join Now]
    eagleboy

    I think the movie was entirely enjoyable and hope that others will be made of similar quality , most movies today are so obviously devoid of Family Values that they tend to have to be turned off around my house.This film can be watched with young children and displayed Family actually putting the world on notice that they were going to start putting Family FIRST I hope this sets the stage for more movie release like this one and if so Families might actually start being Families again , having Family movie nights and actually sitting down to enjoy one anothers company. I must confess although I am not a huge Walmart Fan this endeavor into getting more Families back together really gives me hope that it isn’t too late for the movie Industry to begin to bring us entertainment that isn’t “R” rated and full of disgusting language and violence and nudity. Walt Disney once had it right maybe this can be a sign of positve things to come, at least I hope so.