New York -- American Movie Classics cut a deal with
Christie's auction house to run the network's first live event, agreeing to
televise Christie's sale of more than 55 lots of Marilyn Monroe memorabilia Wednesday
AMC won't pay Christie's a license fee, but the
network agreed to run promos for the event and to buy ads in New York-area consumer
publications to publicize the auction, AMC executive vice president and general manager
Noreen O'Loughlin said.
"We'll give it as much exposure as we can. The
timing is not ideal," she said, noting that the auction runs the same week as
AMC's "MonsterFest," which the network is heavily promoting.
AMC also plans to bid on an unidentified
"mystery" lot at the auction, and it will offer the Monroe memorabilia in an
online sweepstakes though its Web site.
The network will run an original documentary about
Monroe's life during the auction, and it will cut from live auction shots to the
documentary throughout the night, O'Loughlin said. AMC on-air personality John Burke
will host the event.
"I'm hoping that this is a huge success and that
we will do additional live events," she added, explaining that AMC will gauge the
success of the Monroe auction before planning similar programs.