Manmohan Taparia
Aug 10, 2012

Weekend Fun: The Bourne Legacy

Wondering what to do this weekend?

Weekend Fun: The Bourne Legacy

The action-packed film, The Bourne Legacy, is just what you needed to shake off the lethargy that sets in with the monsoons.

Watch the trailer: The Bourne Legacy

An extension of the last three films based on Robert Ludlum’s novels featuring character Jason Bourne, the fourth movie is a self written story by Tony Gilroy which introduces a new protagonist, Aaron Cross.

As is the norm now, the film saw a number of tie-ups and promotions.

American Airlines (AA) launched an American Airlines AAdvantage promotion and sweepstakes programme, offering a grand prize winner a package of 200,000 AAdvantage miles, a six-night hotel stay, a rental car, a $750 shopping spree and a $500 gift certificate from its dining program

The airline provided location assistance during the filming of The Bourne Legacy, and several American Airlines employees had roles in the film.  Scenes in the film were shot inside AA’s Terminal 8 at the JFK  International Airport (New York ) and onboard an American Airlines aircraft.

AA also promoted the film by allowing customers to view exclusive content from The Bourne Legacy, through in-flight and online channels.

Universal Pictures also produced a behind-the-scenes video highlighting its relationship with American and scenes from The Bourne Legacy, which became part of AA’s in-flight programming.

American Airlines - Behind the scenes

In addition, the 1 August issue of American Way magazine also features The Bourne Legacy’s lead actor, Jeremy Renner, on the cover. The feature gives readers a first look at the new Bourne film and will highlight what it takes to shoot part of a Hollywood movie on a real airplane and inside a working airline terminal.


AA also ran contests on Facebook, rewarding winners around the world with screenings of The Bourne Legacy.

Swiss watchmaker, IWC has tied up with the film, to show the lead character, Aaron Cross wearing IWC Pilot’s Watch Double Chronograph Edition Top Gun.

Toshiba too was seen promoting the movie on Facebook, and promoted contests giving away free tickets to screenings

Hilton Towers promoted the film by offering lucky winners a ‘Top Secret Trip’ to Washington DC and a 7-day, 6-night stay at Capital Hilton. Among other prizes, it also gave away Spy City tour and admission to the International Spy Museum, besides $ 1000 Hilton Honors gift cards, usable at more over 3,800 hotels worldwide.

The film releases across theatres in India today. In case you haven’t booked tickets already and aren’t getting invited to special screenings, it’s about time to book your show. Have a wonderful weekend.


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