For those tracking the Twilight phenomenon, here’s an example of a exaggerated tie-in I observed while shopping the other night.
In case you can’t read the window text, it says “Bella’s Twilight gown is here!” The wedding dress is displayed in the center of the store, surrounded by cardboard cutouts of Edward (Robert Pattinson) and Jacob (Taylor Lautner).
That’s a genius tie-in that captures one of the most important elements of the Twilight story and aims directly at a core part of the audience. They’re selling a way to make yourself part of the story with a Twilight wedding dress. I do wonder, though, if a lot of people really want the dress, or if they just want a picture of themselves wearing it standing next to the cutouts.