• Los Angeles Times, Monday, November 16, 2009 10:35 AM

George Clooney's character in the soon-to-arrive "Up in the Air" is a corporate-executioner-for-hire who tries to accrue 10 million frequent-flier miles in American Airlines' Advantage program. And while Clooney is clearly the star, the airline gets lots of "friendly" screen time in the marketing partnership, Hugo Martin reports.

The Walter Kirn novel that writer/director Jason Reitman's script is based on had Clooney's character flying on a fictional Great West Airlines. But Reitman wanted to use a real airline. "American was represented by Rogers & Cowan, and we've worked with them on many clients," said LeeAnne Stables, Paramount's evp of worldwide marketing partnerships.

The benefits are mutual. The airline gave Reitman free filming access to its terminals, planes and the Admirals Clubs. And American is also promoting the movie with a "Find Yourself Up in the Air" auction and sweepstakes for AAdvantage club members.

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