"Then we said, 'What would you be interested in doing to use your association with the film from a marketing perspective?'" she added. "Our studio publicity initiatives range from national outlets all the way down to local field stuff that we do market by market. Wherever possible, we would involve them."
American started working with Paramount about a year ago. Paramount also worked with Hilton Hotels, another production and marketing partner for the film, Stables added.
American and Paramount are reaching out to entertainment, national, and airline trade publications. Up in the Air, which opens in select cities on December 4, will have screenings in American Airlines' hubs like Dallas and St. Louis, and at film festivals, where Paramount and American are partnering on local outreach as well.
"Our media strategy is talking about people who are actual frequent fliers, and they will be involved in our national media outreach," Stables said. "American has turned us on to a number of real 100 million mile travelers."
Online, Paramount uses all different social networks such as Facebook and Twitter, Stables said, and is currently planning social media outreach in partnership with American.