Fox/Channel 4 deal sees Cara Delevingne movie featured in Made in Chelsea LA

Made in Chelsea LA: Jamie Laing, right, takes Naz Gharai on a date at the Fox studio in Los Angeles
Made in Chelsea LA: Jamie Laing, right, takes Naz Gharai on a date at the Fox studio in Los Angeles

Channel 4 Sales has partnered with 21st Century Fox in a product placement deal for E4's Made in Chelsea LA, which will feature footage from the studio's new movie, Paper Towns.

In tonight’s episode, to be broadcast on E4, Chelsea socialite Jamie Laing takes a guest on a date to the Fox studio lot, where they watch an exclusive private screening of the movie, which stars Cara Delevingne, the actress and model.

Simon Wells, the partnership controller of content solutions at Channel 4 Sales, said: "This latest partnership with Fox represents an exciting first for showcasing film footage within one of our shows and is an innovative alternative to placing tangible products within a TV show."

The activity has been planned and implemented by Vizeum and The Story Lab. Vizeum has had the News Corporation-owned studio's UK media business since 2007, but Campaign reported in May that this account was part of a global media review.

Globally, the film giant is believed to spend around £767 million on paid media (£35 million in the UK).

The partnership was brokered by Melanie Ball, the partnerships account manager at Channel 4 Sales, Stella Onuorah, the partnerships manager, and Robbie Ashcroft, the creative solutions manager at Vizeum.

Ashcroft said: "We’re always looking for new and inventive ways to showcase the latest 20th Century Fox releases and Channel 4 has once again helped us to deliver on that vision.

"This kind of integrated activity represents an industry first but we expect that it will become commonplace in the future."

Tonight's Made in Chelsea LA episode coincides with the UK release of Paper Towns, which is today (August 17). The mystery comedy-drama is about a young man and his friends, who go on a road trip to find the missing girl next door. It is directed by Jake Schreier and based on a 2008 novel by John Green. 

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