News
Airline, Hotel Link to Clooney Movie
By Robert Marich
Nov. 15, 2009 – American Airlines mounts a big promotion with Up in the Air that includes extensive screen time for the brand in the romantic comedy starring George Clooney. Hilton Hotels is also on board for a sweepstakes contest that is a direct promotion tie-in.
In the film, Clooney stars as a corporate downsizing executive who racks up frequent flier miles as he travels to discharge workers. The Paramount Pictures release is scheduled for Dec. 4 premiere.
“The star of the film is clearly the silver-haired Clooney, but he shares lots of screen time with American Airlines,” notes a Los Angeles Times article by Hugo Martin. “In the film, Clooney's character flies the airline to accrue American Advantage points. Of course, the folks at American are depicted as friendly. Plus the accommodations are seen as superb in the Admirals Clubs, exclusive lounges that offer members complimentary drinks, showers, Wi-Fi and other cushy amenities.”
American Airlines also had big tie-ins with 1999 blockbuster Home Alone and 2008 theatrical release Sex and the City.
Paramount’s tie ins for Up in the Air include a sweepstake contest with Hilton Hotels – another natural for a film about a “road warrior” corporate executive. Prizes include a trip to the movie’s premiere, other free travel and 1 million Hilton HHonors points—its customer loyalty program.
“Scenes of the film were shot at multiple Hilton hotels and signature Hilton products and amenities are used throughout,” notes a Hilton press release. “Props designed for the movie include a Hilton HHonors Diamond VIP card made for George Clooney's character, Ryan Bingham."
An American Airlines press release quotes Rob Friedman, who is president of AAdvantage Programs, as saying, "We think that our customers will enjoy seeing some of American's familiar products and services featured in the upcoming film. We hope they'll also enjoy the online auction and sweepstakes [see press release link below] where they can find unique experiences that can only be offered by American."
Airlines, hotels and a movies about globe-trotting travel are naturals for tie-ins in films, assuming no plane crashes, no tragedies and no unsavory activities.
“The DreamWorks romantic comedy The Terminal seemed a movie built for tie-ins with forty stores in product placements for its centerpiece airport set,” notes Marketing to Moviegoers: Second Edition. The 2004 release stars Tom Hanks as a good-hearted immigrant who is forced to live in a New York City airport to avoid deportation.
“Retail outlets Auntie Anne’s Pretzels, Borders, Burger King, the Discovery Store, Godiva Chocolatier, Starbucks, Swatch, and Verizon Wireless are conspicuous in the film,” writes Marketing to Moviegoers. “Each company was responsible for building its own store façade—at an estimated cost of tens of thousands of dollars each—saving DreamWorks on set-construction costs. In addition, Air Canada, All Nippon, Asiana, Star Alliance, United Airlines, and US Air are seen in The Terminal. Actress Catherine Zeta-Jones portrays a uniformed United Airlines flight attendant who becomes romantically involved with the Hanks character.”
For full text, click link below:
www.latimes.com/business/la-fi-briefcase14-2009nov14,0,3399819.story
newsblaze.com/story/2009110408010400014.pnw/topstory.html
www.marketingmovies.net/chapters/chapter-4-tieins-prod-placement/