Hotel chain Marriott International is looking to promote its brand with short film produced by its Content Studio unit that will release across the company's mobile-optimised site, as well as on YouTube and via in-room televisions at its hotels.
The film, Two Bellmen, will launch on 10 March with a gala screening at the JW Marriott Los Angeles, where portions of the short were filmed, with a simultaneous release across other channels.
The film is a collaboration between Marriott's Content Studio and artistic collective Substance Over Hype, which specialises in combining dance, parkour, martial arts and music in its performances. The film aims to use narrative storytelling and entertainment to elevate Marriott's portfolio of brands, beginning with the company's flagship JW Marriott brand, with a focus on young travellers who are engaged with social media and digital culture.
"Two Bellmen is ideally suited to build an emotion relationship between our consumers and the JW Marriott brand," said David Beebe, vice president of creative and content marketing at Marriott International. "With its brilliant cast and story, and the hotel playing a character, the film entertains consumers, draws them in visually, promises terrific, nonstop action and fun, and delivers content to develop community to drive commerce."
"Marriott helped fulfill our desire to build on a comedic hotel bellman routine we'd developed a while back," said Daniel Cabrera, director of the film. "The JW Marriott Los Angeles LA Live provided us both a context and setting for that story. We create a role for the hotel that showcased all it beauty and amenities and combined it with all the stuff we do with dance, stunts and comedy. From there, it just flowed."