In a report that will settle any Christmastime family arguments as to whether Hilton paid for its pervasive placement in Up in the Air, the Times has revealed that Jason Reitman - the film’s writer and director - helped bring about the deal between brand and studio. In a piece that explores the growing trend of brands working with studios on scripts that are still in development, Reitman is cited as an example of a writer who actively urged a studio to make a deal with a brand, in this case leading to an agreement that enabled a "lower-budget" film like Air to be made.
"As a Hilton HHonors Diamond V.I.P. member himself, Mr. Reitman urged the studio to make a deal with Hilton, which offered free lodging for the crew, sets and promotions of the film on everything from key cards to in-room televisions to toll-free hold messages. Hilton worked with the production company to make sure everything from staff uniforms to hotel shuttles was portrayed correctly."
Well, let’s at least be happy Reitman didn’t campaign to have Clooney sport his preferred brand of sunglasses.