On Tuesday night, Fox Searchlight and Vanity Fair hosted the NYC premiere of Mira Nair's Amelia, starring Hilary Swank. The after-party for the film - which opens this weekend - was held at Bloomingdale's on 59th Street. Well, actually, on the fourth floor of Bloomingdale's, amidst the displays of expensive garments. The synergy made sense, because Bloomingdale's is presenting costumes from the film in various display cases on the showroom floor:
I must say, this is a pretty smart campaign, considering that a huge demographic for the film (older women) is also a demographic that will shop at Bloomingdale's Add to mix a man named Richard Gere (who plays Amelia Earhart's devoted husband) in the film, and you have middle-aged women around the country excited for the possibilities. My mom attended the premiere with me, and spotting Gere in person was easily a highlight.