And were not just talking product placement. Film is emerging as the latest, creative awareness tool for brands looking to stand out, attract a newer audience, and make a statement.
The Roma Cinema Etoile, a historical cinema in Rome that’s been closed for over twenty years, has reinvented the space as as a Louis Vuitton store complete with an in-house screening room. LVMH’s own documentary Handmade Cinema, which tells the story of great Italian artisans, will be the first film to debut. Each month, the cinema plans to screen short films showcasing young Italian filmmakers and host movie premieres.
In travel, Starwood Hotels & Resorts Luxury Collection aims to showcase its properties through an original film called “Here” to entice prospective guests to visit and build a new audience — younger, savvier, and artistically inclined. The film follows model actress Agyness Deyn on a journey that takes her to three U.S. Luxury Collection properties. The film also drew loyalists by allowing Starwood Preferred Guests to bid on a chance to attend the film’s exclusive premiere and stay at The Chatwal New York.
In a similar vein, the Swiss hotel association (hotelleriesuisse) recently hosted its second annual “Swiss Hotel Film Awards” which invites producers to create movie shorts with a single condition: films had to be shot inside a hotel in Switzerland. Here are a couple award-winning clips: