LOS ANGELES: For its upcoming movie Up in the Air, starring George Clooney, Paramount Pictures partnered with American Airlines on not only production, but also a marketing campaign including "A Year in the Air" sweepstakes. The movie, about a man who is obsessed with reaching 10 million frequent flier miles, felt more authentic with a real airline as a partner, said LeeAnne Stables, EVP of worldwide marketing partnerships for Paramount Pictures.

"Then we said, 'What would you be ...