An article discussing the business ‘non-sponsorship’ deals for Up in the Air—George Clooney’s latest movie.
Set mostly in American Airlines planes, terminals and lounges and Hilton hotels, the firms didn’t pay for sponsorship… but they did provide planes, air terminals and hotels to film in and use for free.
Now they’re promoting the movie.
Sharon Waxman lauded the airline-studio symbiosis, calling it “an unusually comprehensive promotional partnership that actually serves the narrative,” adding: “note to branded entertainment managers: It can be done, with skill.”
