![]() One was a concierge from the Hilton Strasbourg in France who, after a guest boarded a barge in a canal without her bag, chased alongside in a car to return it the other was a housekeeping supervisor in San Antonio who, after a guest forgot to order a birthday cake for her husband, drove to a far-flung bakery and returned with cake, chocolates and balloons. Two winners won trips to Los Angeles to attend the premiere. A contest among employees worldwide asked them to submit personal stories about accommodating guests. While Hiltons have been featured in movies for six decades, this is also the first time the company has used a tie-in as an internal morale builder. “A film like this has a truly global reach and allows global marketing,” Mr. The company also is promoting the film on more than a million key cards internationally, a first for the chain, whose cards have never featured anything besides its own logos and amenities.Īndrew Flack, vice president for global brand marketing at Hilton Hotels, said that with properties in 76 countries, the company rarely finds marketing partners with that much reach. Hilton also is promoting the movie on its Web site, where, besides viewing a trailer, visitors can enter sweepstakes to win one million customer loyalty points and a trip for two to Paris. 30 premiere at the Beverly Hilton in Beverly Hills, which included more than 1,000 guests (an event that Paramount and American Airlines also helped pay for). The amount the hotel chain saved Paramount was, appropriately enough, paramount: it waived location fees at properties and cleared blocks of rooms.Īs for helping to promote the film, the chain held the after-party for the Nov. Like the airline, the Hilton Hotels chain also paid nothing, but figures prominently in the film, with scenes in guest rooms and common areas of hotels in Miami, St. Turner, of American Airlines, said the deal facilitated by Rogers & Cowan, the entertainment public relations agency owned by the Interpublic Group of Companies was attractive because, unlike other films that have made overtures, it treats the upside of air travel. While en route to Los Angeles, they saw the movie and interviewed one of its stars, Anna Kendrick. In November, the airline provided a 767 jet for a press junket, with about 50 journalists boarding in New York. Now the airline is doing everything but landing planes at cineplexes to coax passengers to see the movie, including showing trailers onboard and at its sports arenas in Dallas and Miami, featuring the film in a cover article in its in-flight magazine, and running movie-related sweepstakes and other promotions on its Web site, AA.com, which draws more than 1.6 million unique visitors daily, according to the airline. The airline saved Paramount plenty, however, because the studio would otherwise have had to pay an airline a location fee for the imposition of filming in a terminal, and a plane rental fee to keep a jet grounded in order to shoot interior scenes. ![]() “We don’t have any money to spend you read the headlines, right?” No its not flawless, there are little bumps here and there and a couple of jumps in logic, but as excuse for murder and silliness in the typical Hollywood style one need not look much farther than this film.“We did not spend any money,” said Dawn Turner, manager of promotions at American Airlines. ![]() The fact that the script was re-used is also an very good indication that the film is a very good one. I mention the fact notion of race simply because the script for this movie was used two or three more times with out nary a change for white co-stars. ![]() Race has absolutely nothing to do with the plot of Up in the Air, which concerns a series of murders at a radio station. Normally that wouldn't mean much except that Darro was white and Moreland was black and in every other film of their time no one could be as they were unless they both were white. They were the stereotypical buddies of the buddy film. Frankie Darro and Mantan Moreland made several movie together in the 1930's and 40's where they were pretty much on equal footing with each other despite everything that was going on around them. ![]()
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