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42 the movie: A legendary baseball star and a luxury hotel chain?
An unusual marketing partnership for an upcoming film about baseball legend, Jackie Robinson has some wondering -- why?
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There's a movie coming out in a couple of weeks that's getting some buzz. Baseball fans will know what it's about as soon as they hear the title: "42."
That's Jackie Robinson's jersey number and the film is in fact about his ground breaking career.
The marketing campaign is already gearing up. And it includes one unexpected promotional tie-in -- with Marriott. The hotel chain's paired up with Warner Brothers to be the film's official hotel partner. And they're giving out free tickets and other enticements to attract minorities to join the Marriott loyalty program.
"There isn't a connection." says Wesley Morris, film critic at Grantland. "I guess Jackie Robinson at some point was on the road a lot when he was playing but I don't think he was staying a Marriott for any number of reasons. That's not a slight against Marriott, it's just the time at the time."
Will it work? Kind of depends on Marriott's end goal. "They have a diversity commitment and they're interested in multiculturalism in the way that all corporations say they are" says Morris. But then again, "I don't know, if you're a black person sitting around if you're like, hey I can go to Marriott now because they like Jackie Robinson." "He's like air, there's nobody that doesn't like Jackie Robinson. I don't know if this is something that would distinguish Marriott from any other corporation."
Warner Brothers has stayed mum on the partnership. And maybe that's part of the problem. "Without anybody saying anything, you're just left to speculate" and "that leads you down these cynical roads."
There is an earlier biography about Jackie Robinson. Released in May 1950, called "The Jackie Robinson Story." It starred Jackie Robinson in the title role.
This article raises some amazing questions! But no connection to Marriott? At least The New York Times is doing their research... And interviews. http://www.nytimes.com/2013/03/18/business/media/marriott-ties-in-with-4...
There's no reason Marriott would get behind 42, the new movie about Jackie Robinson? Did you do any research? Kee Malesky could tell you the connection in 15 seconds. The Marriott chain is owned by the Mormon Marriott family. You may recall that Mormons did not consider black people eligible for the priesthood until the late 1970s. It's common knowledge among progressives, at least, that you don't stay in Marriotts if there's another choice. Among my network of professional women, as much as we can, we do not stay in Marriotts because of their antediluvian attitude toward women.
It's obvious to anyone who's got a clue why Marriott is supporting 42. They seek to repair their racist heritage. I applaud them for that. At least there's some awareness. I look forward to the day they embrace gay marriage, which they will eventually. Many 1 percenters in the gay community.
As soon as I hear the name "Marriott" the first thing that flashes through my mind is "Mormon," so "MpHp" has a point.
I'm not sure that hitching their advertising fortunes to a Jackie Robinson film will do anything to appreciably change that, but marketing wits above my pay grade (I'm not in the 1%) might take issue... Most progressives I know DO, in fact, avoid Marriott if an alternative is anywhere close.
There's no reason Marriott would get behind 42, the new movie about Jackie Robinson? Did you do any research? Kee Malesky could tell you the connection in 15 seconds. The Marriott chain is owned by the Mormon Marriott family. You may recall that Mormons did not consider black people eligible for the priesthood until the late 1970s. It's common knowledge among progressives, at least, that you don't stay in Marriotts if there's another choice. Among my network of professional women, as much as we can, we do not stay in Marriotts because of their antediluvian attitude toward women.
It's obvious to anyone who's got a clue why Marriott is supporting 42. They seek to repair their racist heritage. I applaud them for that. At least there's some awareness. I look forward to the day they embrace gay marriage, which they will eventually. Many 1 percenters in the gay community.
