DreamWorks flies Virgin America

DreamWorks Pictures' "Real Steel" takes for the skies today using a unique marketing partnership with Virgin America, marking the airline's most high-profile tie-together with Hollywood so far.Film's star Hugh Jackman will hit the runway at Poor to unveil Virgin's latest jet, featuring the pic's lead robot, Atom, plastered silently inside an arms-in-the-air pose as well as the film's logo design design. The plane may also be named "Real Steel" round the nose, which will remain once the decal remains removed a little more when compared to a month from now.The very best quality plane's launch, which sent it to NY City's JFK Airport terminal terminal before flying along with other urban centers on Virgin's route nationwide, was the newest marketing relocate a deal that started Sept. 1 and systems around the film's release March. 7.Formerly, Virgin has aided promote HBO's fifth season of "Entourage" and Victoria Secret's fashion show with onboard entertainment activities, nevertheless the "Real Steel" deal was more elaborate than Virgin had anticipated -- together with a coup for DreamWorks searching to advertise its movie to have an audience it normally can't achieve through traditional ad efforts.The airline travel is usually approached by producers requesting quick shots from the high quality plane flying, like the brief sequence seen in "The Twilight Saga: New Moon," in return for Virgin's marketing support. Conversations with "Real Steel's" producers, numerous whom may also be frequent flyers in the airline travel, started roughly this past year. Virgin sparked for the project due to the script's plot which is about an underdog boxer, his boy and old 'bot. "Becoming an airline travel, we are smaller sized and then try to coping with your competitors wherever we go," Abby Lunardini, V . p . of corporate communications for Virgin America, told Variety. The film's advanced setting also shown attractive thinking about the truth that Virgin likes to tout its "next-generation amenities and being tech forward," Lunardini mentioned. For that film's robots, just as one airline travel situated in Plastic Valley makes Virgin "the geek's airline travel associated with preference,Inch Lunardini added, with firms getting reserved seats aboard its planes to fly robots as people.While Virgin America has yet to pony within the millions it should title a stadium, in "Real Steel," that's what it's featured, having its brand on one of the arenas that hosts a worldwide Robot Boxing league fight.Inside the stadium, figures visit a Virgin-high quality Private room lounge that has flatscreens play a advanced commercial for your airline travel while using tagline, "Now connecting as much as space.""We have reached perform a lot of fun, creative things round the film that worked out organically while using story as well as the script," Lunardini mentioned.Virgin already remains marketing "Real Steel" by playing a trailer for your film that DreamWorks produced exclusively for your airline travel that adds the Virgin logo design design into various moments that doesn't are available in the best cut.Trailer plays round the airline's Red-colored-colored inflight entertainment system, on seatback screens on all of the company's 130 daily travel arrangements, which achieve about 12,000 people. Clients are ongoing to develop to 40 aircraft.The film can also be promoted to Virgin's two million Elevate frequent-flyer people and through social media channels like Facebook. An internet-based content, with ABC's "Hello America" finishes Sept. 26th, giving a champion a vacation to the pic's premiere March. 2 in La.Afterwards this year, Virgin America will be the first to supply "Real Steel" to its people round the Red-colored-colored system through the VOD window."Obtaining a partnership with Virgin America is ideal because it allows us to market our film in the fun and amazing way getting a brandname that's known all over the world,In . mentioned Rob Small, prexy and chief operating officer of DreamWorks.The tie-in wound up altering into "an extremely unique chance for people,In . Lunardini mentioned. "Coping with be creative and taking advantage of it across platforms is fantastic for us and our logo design then one our site visitors are interested in certainly. For people, it made plenty of sense."As well as for its new "Real Steel" plane, "I don't think people will probably miss it," Lunardini mentioned. Contact Marc Graser at marc.graser@variety.com