Yesterday the new “Up in the Air” went out in the Italian cinemas and already got 6 nominations for Golden Globe. A good and nice movie by Jason Reitman and George Clooney well demonstrates his great direction and interpretation as it happened in “Burn after reading” by Cohen Brothers. A few days before Christmas the most important American movie journalist (Brook Barnes) wrote an article between fun and polemic about the massive product placement of which American Airlines and Hilton Hotels had got profit. The story is in fact about a man that spends most of his time and life between hotels and airports, going around the USA dismissing the employeers that their managers have not the courage to do. A few days after the coming out of the movie the two big Companies had underlined that for that presence no money was paid for. And such declaration provoked again the journalist who, in another article, wrote that this was just half of the truth. After the going out of the movie in the USA, both around American Airlines as well Hilton Hotels there were lots of promotional events, parties and much more with the intention to profit for such a great placement. It is important to underline that such a marketing operation had got very good results in such a difficult economic moment. As usual, the Americans have clapped in front of this third revelation obtaine by both the Companies.