cinema HYPE

By: Christy Quickstad

As January comes to an end, moviegoers are inundated with romantic comedies. When in Rome, which premiered last Friday, is just that. As seen in the trailer, When in Rome is a whimsical story of a single New York girl who while attending her sisters wedding in Rome decides to pick coins out of a fountain, casting a love spell on the three men who tossed them.

While the premise of the movie is far-fetched the promotion for the movie proves to be even more out there. With sweepstakes and even an engagement that remained hidden until the release of the film, When in Rome did not hold back.

Robbin Brother’s The Engagement Ring Store and Disney teamed up to offer a chance to win a trip to Rome for whoever shares the most heart wrenching “romantic wish." The winner will be announced on February 15th, and receive the grand-prize of a trip to Rome, an Amsale wedding dress and of course a private screening of the movie, which will also be awarded to the 2nd and 3rd place winners.

An article found on Robbin Brother's website discusses the contest, and ends with a comment from Larry Gomperts, EVP of Marketing for Robbins Brothers. He states, "The movie is delightful to watch and a perfect fit for our brand. It'll resonate well with our customers and we look forward to making many couples' dreams come true."

The movie’s leading lady, Kristen Bell just so happened to publicize her engagement to boyfriend, Dax Shepard (also in the film) this past Monday. It is funny how Bell’s publicist confirmed Bell and Shepard’s engagement just a few days after the movie premiere, even though the two have been engaged since the holidays. Coincidence? Or a blatant appeal to the sentimental types who are already easy targets in this month of celebrating love?