NEW: Alex and Ani Hit Silver Screen

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Friday, April 01, 2011

GoLocalProv Business Team

Local jewelry makers and retailers Alex and Ani has partnered with ScreenVision Direct, the worldwide leader in cinema advertising, on a project that includes playing a movie trailer advertisement in Rhode Island theaters. It represents a new type of advertising environment for Alex and Ani.

“Two and a half minutes is long. This is the most unique advertisement ScreenVision has done and I couldn’t be more excited to partner with Alex and Ani on this content piece” said Drew Driscoll from Screenvision Direct.

The video provides what the producers call a “rare glimpse into our day-to-day business,” through the video that will play before every movie, everyday from the beginning of April through the end of June.

The marketing strategy was launched after a series of Alex and Ani promotional events, including the announcement of The Newport Jazz & Folk Festival sponsorships, as well as the addition of a new company headquarters in the Chapel View Complex, located in Cranston, RI.

Alex and Ani CEO and chief marketing officer Giovanni Feroce said, “Alex and Ani will continue to push the envelope and bring awareness to our company, our brand, and American manufacturing.” If successful, Feroce plans to repeat this nationally in all major markets.

Alex and Ani products are designed and manufactured entirely in the United States, all in the greater Providence area.