A curious and innovative operation of product Placement is going to involve a whole city… but not just anyone. In the united States lots of people has perceived the rebirth of their capital thanks to Obama’s arrival. Despite his predecessor, the new President loves living his city: he frequently goes out for dinner, goes to the theatres or to see sport events; he has seriously committed himself to revitalize a metropolis which has never been considered so much by the same Americans. Now there is a big project: a movie by 20^th Century Fox is going to promote an undervalued artistic wealth for the community and the movie producers. The movie’s title is “One night at the Museum, the Battle at Smithsonian’s” and the main character will be Ben Stiller, who had already shooted “One night at the Museum” in 2006, where the museum was the one of natural history in New York. In this movie, besides the museums and the Smithsonian (well-known thanks to the serial “Bones”), you can admire a fantastic view of the city (as the Lincoln Memorial for ex.), and this should represent a good incentive from a tourist point of view. The movie will be anticipated by a huge promotional campaign on the main newspapers of the East Coast, with a commercial of 30” on the broadcasts and a series of agreements with the Sponsors of the project. Among these, the United Airlines that, besides being present within the movie, has created a special promotion for the flights to the capital, as well as the Grand Hyatt and other tour operators that have committed themselves to invite and welcome the tourists to celebrate the rebirth of Washington DC. Other amounts of money come from big Companies such as Kraft and other breakfast cereals Producers, that will associate the placement in the movie to a special kit that will be offered to all the tourists coming to visit the capital.