Wal Mart, P&G to create "family friendly" movie

[Sonic Youth]

Wal-Mart, P&G to Create 'Family Friendly' TV Movie
CNBC.com

Wal-Mart Stores and consumer products maker Procter & Gamble will jointly create a television movie in an effort to promote "family-friendly" programming, the companies said Thursday.

The companies have teamed up on the two-hour "Secrets of the Mountain," to be broadcast in April on the NBC television network. NBC, parent of CNBC, is owned by General Electric.

The movie focuses on a single mother who brings her family to a mountainside cabin, and highlights values such as generosity, honesty and togetherness that Wal-Mart and P&G executives say are in short supply on television.

Ads for both companies will run during commercial breaks, and the film will include product placements for both.

Wal-Mart said the effort with P&G is "in direct response to research which reveals that parents across America are seeking more family-oriented entertainment for the whole family to enjoy together."