Fade In: The Ace Hotel

Ace Hotel in New York City is the setting for three short films, thanks to a deal put together by Massify — a social media Web site where filmmakers, actors, crew members and editors showcase their work and coordinate new projects — and Killer Films.

Killer Films, Ace Hotel, and Massify from Massify on Vimeo.

According to The New York Times, while the three films are marketing tools for the hotel, Massify wants to prove it can make branded content that is compelling and cheap.
“This is a model that Massify is trying to replicate,” said Jon Kaplowitz, co-chief executive of Massify, which is based in Manhattan. “Nobody watches commercials anymore, and it’s cost-prohibitive to buy ads online, so we approached Ace with the idea that if we created branded-entertainment pieces, then the content itself would be a marketing vehicle for the hotel.”
The hotel, which has a video-on-demand channel it customizes with selected content, will make the films available to guests in October, when it also expects to host a premiere.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.