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The sound of gunfire in the lobby would probably bring most hotels to a standstill, but maybe not when a big movie star like Bruce Willis is holding the gun.
On a recent day at the Fairmont Royal York in Toronto, the gunshots weren’t real – they were actually a sound effect for a scene in Willis’s next action movie. The lobby was, in fact, closed to other guests during the filming of that scene, but mainly for safety reasons.
For two weeks, Willis, along with Academy Award nominee John Malkovich, Academy Award winner Helen Mirren, and their movie crew settled into the hotel to film scenes for “Red,” a blockbuster set for fall release.
Their presence created something of a stir, but nothing the hotel couldn’t handle. The Royal York has a film concierge. Kolene Elliott – her actual title is Film and Entertainment Sales Manager – says movie stars and production crews are a regular feature at The Royal York, a movie-friendly hotel in one of the world’s leading film capitals.
The 1,355-room Royal York draws some 25 productions a year. About five are feature films, while the other shoots are for commercials or television series.
Having movie stars riding your elevators or hanging out in the lobby can create some real “buzz” among other guests.
“To be able to say, ‘Bruce Willis is in the house filming today’… creates an element of excitement,” Elliott says.
Think your property oughtta be in pictures? Your lodging may be right out of central casting. Luring a movie production crew to use your lobby, restaurants or other facilities can be a revenue generator, say lodging experts. If the film or television series is a hit, it can expose your hotel to valuable publicity.
There are a number of ways to get your property some high-profile screen time. One of the more exciting is for your hotel to play itself in a feature film.
The Hilton Miami Airport Hotel in Florida was featured, along with American Airlines, in the 2009 hit, “Up in the Air.” The George Clooney vehicle, which garnered six Academy Award nominations - including one for Best Motion Picture - provided a unique guest experience for patrons who met the charming, friendly matinee idol.
“It certainly helps the guest experience when you check in and there’s George Clooney in the lobby,” said Lisa Cole, Hilton spokesperson for the southeast.
If you are approached by a production company, or want to court movie business, first decide how you want your hotel to be presented in the film, Cole said.
You might receive a location fee, unless your hotel sign is prominently displayed in a close-up, in what is known as “product placement.” Then the hotel may have to pay.
“If they show your sign and offer recognition of your hotel, you have to pay them for product placement,” said Joe McInerney, CHA, president and CEO of the American Hotel & Lodging Association.
However, deals can be struck, with location fees waived and blocks of rooms offered in exchange for the positive exposure.
Not all films offer an uplifting story or a positive spin for your hotel. Some executives questioned whether they would have welcomed “The Hangover,” a recent mega-hit comedy that featured young men trashing a hotel room.
“You don’t want to see a murderer or somebody coming in and terrorizing the people that are there,” McInerney said.
Cole recommends that you should learn details of the movie from production companies, which she says are generally cooperative. “You can ask to see the shooting script, the script that pertains to the area that they want to film in, to … determine whether you want to be a part of it,” Cole explains.
Planet Hollywood Resort & Casino in Las Vegas features one-of-a-kind movie memorabilia in its rooms, from movies such as “Backdraft.” But the movies are even a bigger part of the guest experience there. Almost every week, and sometimes daily, the resort hosts a major motion picture or television crew. Among recent major productions filmed there were 2005’s “What Happens in Vegas” with Cameron Diaz and Ashton Kutcher; the Judd Apatow 2007 hit, “Knocked Up”; and “21”, the 2008 fact-based film about card-counting M.I.T. students in Vegas.
Guests never know when they will walk out of an elevator or onto the casino floor and become part of a movie, or a hit TV show like “CSI”, which is also shot there.
"We have found that our guests love to observe movies being made -- it is part of our brand culture," said Amy Sadowsky, Vice President of Public Relations Planet Hollywood International. "Using our properties as a location or backdrop for appropriate movies offers our visitors a unique glimpse into the magic of filmmaking."
Television is a great place, too, for hotels to be represented. All summer long, the Washington Hilton will be featured on “Top Chef D.C.”, which airs on BRAVO.
Every episode is a veritable plug for the brand which is featured throughout the episode and is home base for many of the shows challenges. They’ll also see a see a Hilton-specific challenge, Hilton global culinary travel packages gifted to winning contestants throughout the season, an international Hilton location featured in the finale episodes and a guest judge appearance by Beth Scott, Vice President of Restaurant Concepts for Full-Service Brands, Hilton Worldwide. In addition to the Hilton brand's larger presence throughout the seventh season, which premiered June 16 on BRAVO, Washington Hilton opens its doors to the 17 contestants as home of the new “Top Chef” kitchen.
However, even notorious films have provided positive exposure for lodgings. Coles says that the notorious gangster film “Scarface” contained a scene that reflected well on The Fontainebleau in Miami. “There’s a great scene in Scarface where Pacino is walking through the (Fontainebleau) pool area, and says, ‘This is paradise’.”
The film, of course, became an enduring classic and is part of many a home Blu-ray collection. That kind of exposure, says Cole “creates a great buzz.”
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