Fictional Walter Mitty Form Of Internet Dating Gets Real-Life Counterpart

Go over, traditional item positioning


  • Today’s Film Trailer: The Key Life of Walter Mitty
  • ‘40 Days’ Online Stars Plan Hollywood Ending
  • Why we relate solely to figures like Walter MittyThe Columbus Dispatch
  • ‘ The life that is secret of Mitty,’ in addition to public one of Ben StillerThe l . a . Occasions
  • E-mail
  • Printing
  • Share
    • Facebook
    • Twitter
    • Tumblr
    • LinkedIn
    • StumbleUpon
    • Reddit
    • Digg
    • Mixx
    • Delicious
    • Bing+

The trick Life of Walter Mitty, as it is well understood by those who have browse the supply product or seen a trailer for the brand brand brand new film adaptation (out Dec. 25), is mostly about the essential difference between daydreams and true to life. Mitty imagines himself in outlandish and heroic circumstances while their real world can be as bland as could be.

Watchers for the future movie may believe that one brand brand brand brand new component of the Mitty story is especially fantastical: their eHarmony customer-service experience, by which a agent for the online-dating solution frequently calls him in the phone to share with you their intimate issues and provide advice. As it happens, but, that the eHarmony plotline is less a good example of typical Mitty-ish fantasy and much more an exemplory instance of a unique model when it comes to cinematic product tie-in company.

That’s because, claims Grant Langston, eHarmony’s vice president of content and client experience, the business had that same disbelieving thought once they received the script about per year . 5 ago. The way in which eHarmony works in Walter Mitty wasn’t the real means it really works in real world. In fact, many users fill a profile out, find matches and continue times, all without ever experiencing an eHarmony worker; into the film, the interactions between that business rep, played by Patton Oswalt, together with protagonist are main to your plot.

“On the main one hand I became really excited that people had been when you look at the movie and Fox appeared to be really thinking about which makes it accurate,” he says, “but in the other hand I happened to be a bit terrified.” Driving a car? That prospective customers would start to see the film, you will need to join the service that is hand-holding-heavy on display screen, and keep disappointed. Frequently, Langston states, eHarmony simply turns down demands to really have the brand name related to films, in which he states that the business does not have any desire for old-fashioned item positioning, where they’d pay to possess the brand name talked about. Their very first instinct would be to state no right away to your Mitty demand. But during the time that is same he thought the screenwriter’s notion of love matched the company’s — and there is the tiny matter that, in reality, eHarmony had been already batting across the concept of moving in the way the script occurred to take things.

“In the world-wide-web company, there are no deadlines that are hard. Things usually tend to slip,” Langston says regarding the company’s pre-Mitty conversations about establishing a individualized matchmaker solution. “We made a decision to benefit from this timing opportunity.”

While eHarmony consulted on which the internet site should appear to be on display screen, all the relationship involving the brand name and the film went when you look at the other way, flipping the script, as we say, on product placement. Drawing from the Mitty script and a 20-minute film clip Langston saw earlier in the day in the 12 months, the dating solution developed just just just exactly just what they’re calling eH+, reasonably limited solution by which consumers will pay $5,000 per year to have the individualized assistance of a matchmaker that is trained. (The solution established previously this thirty days with one marriage and family members therapist playing matchmaker; Langston says that he’s ready to engage more the moment he has got an improved concept of need.) Langston claims that there is no aspect that is financial making use of the eHarmony brand within the movie, but that the organization opted to take part in co-branded promotions.

Therefore, although the film happens to be criticized for overuse of title brands, this example is less about money art that is infecting the needs of creativity — traditional online dating sites is pretty boring to look at on display screen, Langston admits — leading to real-world change, limited as this specific instance might be. “The thing that we liked many in regards to the method in which the film portrayed the solution had been the proactivity, so we would you like to mimic that. It’s funny within the movie however it did state for me, ‘Yeah, an element of the solution listed here is for all of us become checking in with individuals,’” he says. “We built a site that’s, to the head, much like the fictional version.”

But, despite an experience that is positive eH+ and Walter Mitty, don’t expect the next unrealistic-dating-experience film to guide to another real-world modification, at the least maybe maybe perhaps perhaps not at eHarmony. “This is a brand name this is certainly pretty choosy about its associations. You lose control over your image whenever you consent to those plain things,” Langston says. “I can’t imagine we is ever going to be an additional movie.”