2 of nation's biggest advertisers join for movie

Posted July 14, 2010 11:00 pm

Associated Press

NEW YORK -- If you watch NBC's "The Jensen Project" on Friday, you probably won't realize how much the science fiction movie owes to toothpaste and diapers.

The movie was produced and bankrolled by Wal-Mart Stores Inc. and the Procter & Gamble Co. as the second of what the companies hope is a long-running series of family friendly programs they will bring to television.

Wal-Mart and Procter & Gamble have started a new Alliance for Family Entertainment with designs on making more movies for parents to watch with their children, without bad language or questionable content.

Some 40 advertisers are adding money to the alliance.

They say that more people will shop at their stores or buy their products if they see ads in family friendly environments.

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