The Movie-Star Discount (Orlando Bloom)
By Anthony Longo 21 05 2007
There he was in Us Weekly, handsome Orlando Bloom. His left hand cradled a folder, the word ATELIER—as in the 46-story condo tower on way-west 42nd Street—printed on the front. Paparazzi moment or genius product placement?
It’s hard to tell, as projects entering the market are now linked with boldface names almost as frequently as Lindsay Lohan is with partying. (Lohan herself, in fact, is said to have poked around Atelier.) It’s a way to generate buzz for a new building, especially in a crowded field. Leonardo DiCaprio has been connected with Hudson Blue, Naomi Campbell with the Cipriani Club Residences, Scarlett Johansson with the Chelsea Club on West 19th Street.
Sometimes, developers give celebrities price breaks in return for cachet, says publicist Stephen Larkin. He says discounts can reach 20 percent. If celebrities are hosting condo launch parties, or lending their creative vision to the project, they’re probably getting paid outright. Continued…
See Atelier Condos 627 West 42nd (Triple Mint)
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Source: NYTimes
Other Recent Movie Star Discounts: Lindsay Lohan 1, Lindsay Lohan 2
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