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Post by The Ultimate Nullifier on Feb 11, 2015 9:35:32 GMT -6
variety.com/2015/digital/news/watch-marriott-two-bellmen-trailer-substance-over-hype-1201429541/Marriott Intl. has released the first trailer for “Two Bellmen,” the hotel operator’s first original short film to debut through its inhouse content studio. The first look teases the action that will play out in the full 15-minute action comedy that revolves around two hotel employees of Los Angeles’ JW Marriott at L.A. Live as they try to thwart an art heist. The idea for the short was conceived by Marriott Content Studio chief David Beebe and Substance Over Hype, a collective of musicians, martial artists, dancers, parkour runners and extreme athletes. The full version of “Two Bellmen” will premiere March 10 on YouTube and at a screening at the JW Marriott Los Angeles at L.A. Live. Substance Over Hype’s Daniel “Malakai” Cabrera directed “Two Bellmen” from a script by Cabrera and Jade Raybin. The cast includes Hollywood stuntmen William Spencer (“Spider-Man” and “Spider-Man 2″) and Caine Sinclair (NBC’s “Grimm”) as the bellmen, as well as Henry Simmons (Marvel’s “Agents of S.H.I.E.L.D.”); Miles Brown (“Black-ish”); Sophina Brown, B-boy dancer Josue “Beastmode” Figueroa, Josue Antonio, Taryn Southern, Stephen “Twitch” Boss. Beebe executive produced the project with Evan Cholfin serving as producer. The short is one of several filmed projects Marriott is producing through its content studio, that was formed in September, to help promote the company’s 18 brands and rewards program to younger travelers through storytelling. “’Two Bellmen’ is ideally suited to build an emotional relationship between our consumers and the JW Marriott brand,” said Beebe, who serves as VP, creative and content marketing at Marriott Intl. “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.” The JW Marriott alone is made up of 69 properties in 26 countries. It’s in the midst of expanding to over 100 locations in over 30 countries by 2019. In addition to a dedicated YouTube channel for “Two Bellmen,” Marriott will also distribute the short on screens inside its hotel rooms, on Marriott.com, and to Marriott’s 47 million Marriott Reward members. The goal was not to make “Two Bellmen” look like a commercial but to cast the JW Marriott as a character. “Marriott helped fulfill our desire to build on a comedic hotel bellman routine we’d developed a while back,” said Cabrera, with the hotel providing “both a context and setting for that story. We created a role for the hotel that showcased all its beauty and amenities and combined it with all the stuff we do with dance, stunts and comedy. From there, it just flowed.”
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Post by The Ultimate Nullifier on Mar 6, 2015 10:38:28 GMT -6
variety.com/2015/digital/news/watch-marriott-releases-sneak-peek-of-two-bellmen-1201447441/Marriott Releases Sneak Peek of ‘Two Bellmen’ Marriott International is offering up a sneak preview of sorts of its “Two Bellmen” short film, part of its efforts to create and distribute content that points consumers back to its hotels and burnishes their image. The full film is a 15-minute offering that revolves around two hotel employees of the JW Marriott Los Angeles at L.A. Live as they try to thwart an art heist. The idea for the short was conceived by David Beebe, chief of Marriott Content Studios and a collective of musicians, martial artists, dancers, parkour runners and extreme athletes known as Substance Over Hype. The full version of “Two Bellmen” will premiere March 10 on YouTube and at a screening at the JW Marriott Los Angeles at L.A. Live.
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Post by The Ultimate Nullifier on Mar 13, 2015 16:41:35 GMT -6
variety.com/2015/biz/news/watch-marriott-premieres-its-first-original-film-two-bellmen-1201449407/The JW Marriott Hotels and Resorts brand launched its first original film “Two Bellmen” on Tuesday. The 17-minute action comedy, directed by Daniel “Malakai” Cabrera, is the first significant foray into filmmaking for Marriott since the hotel giant launched an in-house content studio last fall. Shot entirely at the JW Marriott Los Angeles L.A. Live, “Two Bellmen” stars Henry Simmons (Marvel’s “Agents of S.H.I.E.L.D.”), Miles Brown (“Black-ish”), William Spencer (“The Amazing Spider-Man”) and Caine Sinclair (“Grimm”). By incorporating music and movement, the movie tells the story of two bellmen, Gage and Christian, who work at the JW Marriott property. When the hotel hosts an event featuring priceless works of art, the bellmen encounter a group of art thieves called the “Purple Panthers,” who try to steal a priceless painting. The bellman go above and beyond the call of duty to stop the heist, and save the day. Executive producer David Beebe, who also serves as Marriott’s VP of global creative and content marketing, told Variety that the film is the first in what will hopefully become a franchise of Marriott-branded marketing videos that focus on telling great stories, rather than trying to overtly sell the product — in its case, hotel rooms. He said consumers today have outgrown the ploys of traditional advertising. “People don’t watch 30-second spots anymore,” Beebe said. “They connect with great stories.” Beebe thinks that by integrating the brand into the plot of the story, viewers won’t be put off like they might be, had Marriott decided to go a more traditional route. “Our approach is that as brands, we need to stop interrupting what people are interested in, and become what they’re interested in,” he said. Cabrera, the film’s director who worked on the project with music collective Substance Over Hype, said that when he was brought on, the challenge was to figure out how to make what he calls “a Gobstopper film,” which combines many different elements to create one cohesive product. “We (Cabrera and Beebe) had this list of how we could make this Gobstopper with lots of different flavors, but still tell a great story, represent the brand well and do action comedy that I can show my four-year-old daughter,” Cabrera said. In addition to launching the short across Marriott’s various online channels, the film will unspool in limited theatrical release and play in Marriott guest rooms through its in-room network. Beebe said launching the video on YouTube is the best method for distributing this type of content because it encourages the viewers to react and interact. “It’s a place for us to really build a community and have a two-way conversation,” he said.
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