, is a reminder of how the moving image — on screens large and handheld — can build buzz for movie studios and those who create their content.
Two more themed film screenings from Entireworld are on deck, although unlike the “Groundhog Day” happening,The first, coming up Saturday, is dubbed “Spaceballs + Matzo Balls,” and it pairs a showing of Mel Brooks’ 1987 space spoof with bowls of matzo ball soup from Wexler’s Deli in the adjacent Grand Central Market . Taking the theme one step further, the concession stand will be stocked with all manner of ball-shaped candy by La Huerta Candy & Snacks.
“If we had a straight-on pop-up, we’d probably do pretty good business because the foot traffic on Melrose is really good, [and] the [comparable sales] are all there so we know we’d make money,” Sternberg said. “But there’s also value in making an impression on a customer that is so unique and deep and sticky. It’s the start of a relationship that’s exciting and multilayered.” Especially, he added, in the Instagram era.
It’s a partnership between the new West Hollywood Edition hotel, which has a 90-seat screening room on the premises, and Red Carpet Advocacy , an 11-month-old philanthropy that works as a kind of matchmaker of brands, entertainment industry talent and charitable causes, leveraging the first two to raise awareness — and fill the coffers — of the latter.
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