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This cross-promotional effort will be supported by co-branded advertising across iVillage, as well as tags on Because I Said So print and radio advertisements that encourage users to share the best and worst advice they have received from their mothers at www.iVillage.com/BecauseISaidSo.

Since NBC Universal acquired iVillage Properties in May 2006, the brand has forged a number of partnerships with divisions of NBC and parent company GE, including synergies with The Today Show, featuring regular segments on iVillage content and co-branded experts. Similarly, GE Healthcare is a strong force behind iVillage Total Health, the new health portal.

iVillage's partnership with Universal Pictures follows the recent launch of its new branding campaign, "Let's Village", which changes the word "village" from a noun to a verb and invites women to connect around common moments. The campaign, created by kirshenbaum bond + partners, includes clever original TV spots, online and outdoor elements .

About the Film
Keaton stars as Daphne Wilder, a mother whose love knows no bounds or boundaries. She is the proud mom of three daughters: stable psychologist Maggie (Lauren Graham), sexy and irreverent Mae (Piper Perabo) and insecure, adorable Milly (Mandy Moore)-who, when it comes to men, is like psychotic flypaper.

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