I have pontificated on this blog numerous times about my adoration for Elizabeth Gilbert and Eat, Pray, Love. It is my personal bible of self discovery, bravery, humor, introspection and writing. When I heard it was being made into a movie I was pretty excited. When I heard they cast Julia Roberts as Liz I was truly disappointed. But now, I am a little bit appalled by the mass commercializing and merchandising of it. Everywhere I look there is Eat, Pray, Love merchandise- tea, fragrance, pillows, jewelry, clothing, trips, you name it, they’ve slapped EPL on it and assumed that women will but anything related to it. To me, this book, and even the movie, don’t jive with merchandising at all. It’s not like this is Transformers, or even Sex and the City, where material goods are relevant to the story. This is a story about self-discovery, inner landscapes, emotional struggles and personal relationships. How does one make a perfume of that? Does Eat smell like pizza? Does the tea taste like self-doubt and tears? I don’t get the correlation, and frankly, am a bit surprised Gilbert agreed to this exploitation of her book. I know, EPL has a massive captive market of women with money to spend, and she and everyone involved in the mind-blowing success of it need and want to make money off it. It keeps many people employed and fed, and I don’t deny their desire to keep the gravy train running. But this was taken too far in my opinion. Am I totally off base here?
Let’s take a look at just a little of what’s out there:
HSN has a MASSIVE Eat, Pray, Love store, sorry, “shopping experience“. Some of the items correlate, some don’t at all. Like, how are these over the knee boots and bag related to the book? Did I miss something?
There is something about EPL shower gel that just pisses me off.
Slapping the EPL label on normal Lancome Juicy Tubes lip gloss? No dice.
Ok, this bedding is kinda cute in it’s Suzani-ness, but the book cover pillow, not so much.
Jewelry, both literally translated and loosely.
Cost Plus World Market has another Eat, Pray, Love store with these items.
Dogeared did a line of jewelry, which I actually think has some cute pieces what are so much more subtle and pretty.
I am going to a pre-screening of the movie on August 10th and will be sure to post my full review for you all!
To be truthful, my reaction to the book was that the author was incredible self absorbed and indulgent. Not many could focus on themselves the way she did. These products only support what I already suspected. Ug. Lynn
I can’t WAIT to see the movie, but I agree with you — all of this EPL swag is a real put-off!
You nailed it. The marketers think we are sheep. This is pretty disgusting. I don’t blame the author though, I would not say no to the money.
I am in complete agreement with you. It is a bit disappointing to see all of this merchandising when the message, to me at least, was about letting go of all of the trappings that we as a society get tangled up in. Do any of the distributors of these products say if any of the funds are being directed to charitable causes? I am conflicted about seeing the movie, so I look forward to your review.
I agree with Decor Arts, the author is a highly self conscious writer and the book became so increasingly annoying and unsatisfying to me that I had to put it down (and I rarely do that). The marketing doesn’t surprise me in the least, completely in keeping with what I expect unfortunately. I’m shocked so many people responded to that book.
I only made it one chapter into the book before tossing it into the reject heap. The reasons for her pain were pathetic. Most people go through so much more in their daily lives. I can’t say I’ve ever loved a book or movie enough to buy the boots or shower gel. Who would you have liked to play her in the movie?
why are you disappointed with Julia Roberts being chosen for the movie? who would you rather see playing Elizabeth instead? … about the merchandising volcano … I can’t only say it’s nothing but yet another massive capitalism hangover :(
Elizabeth didn’t just take off on a self-discovery trip – she planned a BOOK about a self-discovery trip. So, it seems this would have been the end result she was dreaming of. I waded through the book, but am not even considering enduring the movie version of such selfishness.
it’s amazing what money does to people.
I’m working through the book right now. She is a fun writer to read, but I do agree that the book is generally a bit too me-focused. I would definitely not turn down the chance to travel for a year and write about it though. If you could dive into a trip like that and get paid, who would actually turn it down?
The merchandising for this movie is insane though. Shower gel and perfume? Really? Some of the World Market pieces and the jewelry are really lovely, esp. since WM is really known for it’s global look. So, I’m not really as annoyed by them. But, a lot of this is overkill. I like Javier Bardem and James Franco, so I’ll probably see the movie anyway for just the eye candy. I’m not convinced Julia Roberts can pull of Liz Gilbert. We’ll see.
Wait — no Eat, Pray, Love Botox or Blackberrys?
http://mashable.com/2010/07/24/eat-pray-love-scvngr/
Cool concept that’s a little less sell outy
I think the EPL merchandising is lame. For me the opposite would happen, I would see the marketing for any of these products and wouldn’t even give them a look. I liked the book well enough and I think the movie looks good so I’ll just pretend I don’t see the silly merchandise and cross my fingers that the movie is cute.
Most of the merch seems geared toward movie fans, not book fans. I can see having a piece of jewelry just to be reminded of the message of the book and, of course, the feeling of solidarity so many of us 30somethings feel with Elizabeth Gilbert. (I can’t believe they cast someone so much older for the movie — it is NOT the same! Michelle Williams would have been superb in this movie.)
Agreed. Total nonsense. Thanks for noticing and posting.
I’m with you, Erin. I loved the book, and all the merch kind of bums me out … mostly because you don’t need shower gel, special jewelry etc. to go on an *interior* trip similar to the one Elizabeth Gilbert took in the book. And none of it would help, anyway.
I am so happy you wrote about this– I live in New York and am constantly bombarded with advertisements for this growing franchise. I think Gilbert and her cohorts have made a major oversight concerning her core following—they are educated women who bought her book seeking some emotional insights, not a brand. Unless the magazines and taste-makers praise any of this merchandise, her soaps, sheets, and purses could not only alienate her fans but also create some massive debt for her (and her investors)– do I smell a regret-filled follow-up novel?
I agree- I think this is all too much. It just goes to show how brand conscious our world is now and there’s always $ to be made…
I agree every bit on what you said Erin, very well put.
THANK YOU! I agree with you! Eat, Pray, Love was a fine book, but the commercialization that’s resulting is silly and pointless. Now, one thing that would make sense would be for a travel agency to offer an Eat, Pray, Love trip with similar destinations to Gilbert’s trip. I guess the rest of this merchandise is random stuff that I’d be less likely to buy due to the strange branding!
the soundtrack is actually pretty good – pretty eclectic…but with marvin gaye, and sly and the family stone, seriously, how can you go wrong?
I had no idea it had gotten so bad! I agree, that it has no real relevance to the story. (Which I also loved) I hope all this hype and hype-crap doesn’t ruin the movie for me… but I am kind of excited about Julia :)
Haven’t read the book (on the to-do list), and might, MIGHT see the flick – so I don’t quite have the perspective you do on this, but I can still say this all rates high on my RIDIC meter.
Shut up- they even have LIPGLOSS?? I mean, how old are we here?? It all seems a little childish to me (not to mention very obvious that they think they can profit on the immense popularity of this book with 30-something women), that’s what I get from it. But we’re not stupid…I know when someone is trying to sell me a lipgloss by trying to appeal to my “inner self” and sense of “self discovery”. That said, the stuff from World Market is kind of cute on it’s own, without the dumb movie theme tied to it. Those sandals are pretty. But I wouldn’t buy any of it because it was tied to the movie.
The book is one of my all-time favorites. Although the merchandise has served to amp up my excitement for the movie, I do agree that it is over the top. I am guilty of buying the Eat Pray Love Tea though and am hosting an Eat Pray Love Day Retreat that includes a viewing of the movie. I am not disappointed that Julia Roberts is playing the lead role but had hoped for someone a bit more obscure…maybe Robin Wright Penn? I find it so interesting that some people hate this book….I found it just when I needed it and am grateful for that :)
wow! i had no idea about all that merchandise! i agree with you though!
I’m totally with you – I loved the book (mostly Italy and India) and was sort of iffy on it being made into a movie at all, to be honest. I kind of like the jewelry (but don’t need a tie in to the EPL “brand” to think it’s cute) and would love to see travel packages with similar destinations, perhaps. Beyond that it just reeks of capitalism and greed. I do wonder though, how much Gilbert herself makes from merchandise like this… I would imagine not a whole lot as it would have had to be included in her contract. Sure she makes money off the book sales but I am hoping that it’s mostly out of her control.
It all feels like the Twilight over-merchandising to me – maybe I can get a lifesize EPL Julia Roberts cardboard cutout for my bedroom???
I completely agree! I was/am excited about the movie, but the merchandise is ridiculous, and I also don’t understand how EG let this happen?? Very strange.
I enjoyed most of the book and don’t fault it for being me-centered. For me, it was one woman’s exploration into what she needed to find joy and purpose in her life. Sure, some of her problems were pretty luxurious (she wasn’t, after all, suffering any physical or financial peril), but I didn’t fault her for the journey and for sharing it with the rest of us. But, like you, when they cast Julia Roberts in the movie, I was disappointed. I really wanted the “star” to be someone more “every-woman” than a major star (i.e., Maggie Gyllanhall maybe?). It would have kept with the tenor of the book, in my opinion. Now, to see that they have taken the story and slapped it ALL OVER ANYTHING is really nauseating. Blech. So not with the tenor of the book. But, then, maybe the book really was contrived because who would allow the marketing to go this far?
total turnoff. Julia Roberts was bad enough. For one, she’s too old to play the part. Two, she’s Julia Roberts. I never look at her in a role and believe it’s a character- I think “that’s Julia Roberts playing a character”. Now this? Making me think much less of Gilbert and the book. If course it’s her call, but I think “yuck”! Too bad because I love Franco and Javier (yummy…) but I don’t plan on paying to see this movie, or wear the bracelet.
I have to say that I’m working through the book for the first time right now. I have found myself only reading a little bit at a time, which is very odd for me. I agree that it can be a bit self-absorbed and that there are greater levels of pain that people experience regularly. However, I’m looking more at the lessons that come out of the ramblings.
As for the marketing, thank god, I live in my own small town bubble. I find it a bit disgusting and it really does turn me off the idea of seeing the movie. I’m finding the trailers to be a bit cliche to begin with. As for all of the products, dear me, it changes how I’ll read the rest of the book. It prays upon the women that are using the book for a positive and seeks to create this false impression of “finding yourself” through someone else’s experiences but in now available your local department stores! This will make the rest of the book a bit harder to swallow.
OMG. This book is still on my shelf (and may reside there now, LOL), sinceI haven’t yet cracked it open to read, but all this merchandising is facocta nonsense. It truly is a bit appalling. Lipgloss and that gaudy jewelry? Um. No. The only thing Eat, Pray, Love needed to touch was a hardcover and the silver screen. This is crazy!!
I loved the book, but it was a difficult read for me. Maybe I just wished I could be her … that I could jump out of my current life into a life of self-discovery … but I can’t. So, I would pick the book up, read a little, and put it down – this went on for months. I’ll admit that I will probably watch the movie (on demand at home) and that some of the stuff is pretty cute,but seriously, a movie? And now a bunch of EPL crap??????? I’m disappointed …. I think EG went from self-discover-ist to sell-out. Boo.
overkill for sure!
While I do agree that the movie / product stuff is going a lot overboard, I did buy that precious little elephant teapot (ok I bought two) but not because it has anything to do with Eat, Pray, Love but because I thought it was cute
Eat, Pray, CONSUME……Wow, seriously, that list makes all of the junk Disney tries to market to my kids look reasonable (it’s not). I smell a backlash. I think the author has a low opinion of her fans and is obviously quite greedy. I hope most of it ends up on Overstock. Twilight also markets a ton of junk, but at least that is (meant to be, at least) market at teens. I mean, sure I need a Jacob Barbie Doll, but do I really want a Cullen Family Crest necklace, bracelet and toe ring?! Elizabeth Gilbert is disappointing.
Wow. I had NO idea. Um…it starts becoming bearable around the World Market finds….other than that??? They can all suck it.
Thank you, thank you, thank you for this post. I was just complaining to my husband about this the other night. I read the book about 2 years ago and loved it. Now all of a sudden it’s the in thing to talk about Eat, Pray, Love and like you said, slap the name on merchandise. It’s pretty pathetic if you ask me. These are not true fans or people who appreciate the sentiment of the story.
Such a self absorbed and whiny book that has fueled an entire industry. What a crazy world we live in! All those products will be marked down and left on clearance shelves very quickly. I appreciate that some women were touched by the story. However I think the part we all found so appealing is escaping reality to a year of vacations in Italy, India and Bali! Count me in on that one!
The author was paid a large advance to write the book, that is how her travels were funded. A more interesting book would have been from an honest journal written by an author on a journey of self discovery, not knowing that a lump sum was waiting for her as she penned her “painful and poignant” journey. Most women are strong and resilient and have a pragmatic side that will not allow us to wallow in self pity very long.
Elizabeth Gilbert’s appearances on Oprah were very unimpressive, leaving me to wonder what all the fuss is about! People are always looking for the next big thing. I guess that EPL was the next big thing. Good for Gilbert’s bank account but she just ruined her brand. Sure there is enough in that account without merchandising a lot of embarrassing junk.
I loved the book, but when they did the casting I thought, oh, boy this is not going in a good direction.
Then I started seeing all the merchandise. Unfortunately it seems that so many movies, (I will not call
them films) are just long commercials. How many products can you see in this scene?
I guess I will go back and read the book again and not have my fond feelings for this rich experience
ruined by the movie.
Bummer.
Wow, you’re right! The merchandizing is insane! I, too, was disappointed with the casting of Julia Roberts and I can’t wait for your review.
Great minds think alike. I had a discussion with my husband about this the other day. The only thing that makes sense is the WM collab. Shower gel? Lip gloss? Really?
I haven’t read the book, but Elizabeth Gilbert did get a book deal before she went on her trip…not after. That is the main reason why I’ve steered clear of it, it doesn’t feel genuine to me.
I have to disagree with you on one thing: Julia Roberts. I love her and I think she was a great cast.
Also, I disagree with the comments stating that the book was self-absorbed. Of course it was, she was writing about her life, her emotions, her battles within herself.
I think it’s greatly written and I can’t wait to see the movie.
When I first read Eat, Pray, Love a few years ago, I found myself really connecting with Gilbert’s literal and metaphorical journeys, even if they were self-indulgent. I couldn’t put the book down through the Italy section and then I when she arrived in India, I felt the pace slowed to a crawl. However, I must admit that I am giddy about the film— in the ubiquitous t.v. previews, every time Julia/Elizabeth says she wants “to go somewhere she can marvel at something,” I find myself nodding in agreement and anticipation. The male cast alone is enough to entice me to see the film—Javier Bardem, James Franco, Billy Crudup—among my favorites!
So, to read all of this news about EPL products makes me want to barf, kvetch, and gripe—but, I am not at all surprised by these opportunist marketing practices that seem to accompany most any chick film these days.
I thoroughly enjoyed Elizabeth Gilbert’s book and I honestly don’t find these products anymore “sell-out” like than summer blockbusters that produce video games and have toys in Happy Meals. Everything is about marketing now, but we have free will and can certainly choose not to purchase trinkets. I’m personally counting down the days until this movie. Bring on some Julia Roberts!
Oh My God! Sell out CITY. Thats crazy. And you are right, totally ridiculous.
Funny…as I write this, the preview has just popped up on the t.v. And yes, I totally agree. It really diminishes the message when you see all of these “products” with the E,P,L tag attached. Way too commercial.
Elizabeth
ugh!! you are SO right to comment on this commercialization. what seemed to be such a pure and heartfelt book (that i loved!) is being totally ruined by this mass market cheap junk!! not so sure i would buy her next book…. what a disappointment! thanks for bringing this to light!
Well, said. I am so turned off by ALL of this. No need to have a “shopping experience” at HSN…what?!! I hadn’t heard that she got the book deal before going on her trip. Now I want to return my copies of Eat, Pray, Love AND Committed which I have not even finished. I’m so turned off. Is anyone genuine anymore?