I was one of the last people on my Twitter block to see “Up in the Air”. @RayJGordon and I comfortably caught the 10:20 pm show last night at the AMC 24 (5 minutes from my house in Miami).
We noticed that George Clooney is becoming more and more reminiscent of Cary Grant but Clooney has so much star power on his own, it hardly matters.
I enjoyed the film but definitely noticed the brand integration, product placement, brand placement – however, you would like to describe it. All three brands received full storyline integration. Travelpro lacked the logo in your face that you got with American Airlines and Hilton Hotels but the point was certainly made that that type of bag was the only way to travel for a serious traveler.
The Star Telegram provides us with insight into the deal with American Airlines for product placement. Definitely a win-win. Apparently American Airlines didn’t need to put up any cash, but they provided important access to planes, Admiral Club and airports (including coordinating with TSA), correct language on mileage plans, and some promotion of the film with non-cash tools such as a free trip to the movie’s premiere.
I am personally a mileage junkie so I was right at home with the mileage banter but you may be disappointed to learn that the 10,000,000 mile card is fictional.
Brandweek writes that Hilton also maintains that they did not pay cash but did give free and reduced room rates to staff and allowed free use of ballrooms etc. for filming. In my eye, every Hilton bed scene assured you that your bed at Hilton will be luxurious.
Photo borrowed from @DaveTaylor’s movie review.
Note: My use of Twitter usernames in posting this. Hilton doesn’t have a catch all for Hilton Hotels in general, they have lots of specific ones. I’m guessing that Travelpro waited too long to attempt to get a Twitter address, their brand name was overrun by travel biz folks. @AAirwaves – I’m sure there is a story there but at least they are easy to reference.
Update:
American Airlines has sorted out their Twitter address and are now rocking @AmericanAir
Thank you to Hedy and Kim for your comments on Facebook (and my reply):Hedy Sherman FirstFunny you should mention luxurious Hilton beds.Tonight, I just happen to be getting into my luxurious Hilton bed up in Orlando before I head out to see Mickey Mouse in the morning. We all need luxury before we see the mouse.Kim CalvertI always wondered about FedEx and "Castaway." Brand, brand, brand everywhere!Linda Sherman GordonHere is a scholarly answer to the FedEx placement in "Castaway"’While no placement fee was paid, FedEx supplied extensive resources to the filmmakers, including airplanes, trucks, packages and uniforms. In addition, FedEx CEO Fred Smith was an investor in the film’s production company.’http://www.tedfriedman.com/essays/2004/08/cast_away_and_t.html