Sandwiched between MaxMara and Tiffany & Co., is an unlikely sight: a hotel for dogs. To promote its upcoming film Hotel for Dogs, Paramount partnered with the Westfield Century City mall in California to create this unique doggie retreat.
Through Jan. 5, holiday shoppers can leave their pampered pooches in good hands. The New Leash on Life Animal Rescue organization is managing the pop-up hotel. The first four hours of a dog's stay is free. Each additional hour is $10 with all proceeds going to NLOL. The BigHeads Network, New York, built the hotel.
"Partnering with Westfield on our family films has proven to be extremely successful all year long," said Steve Siskland, evp, worldwide marketing and advertising at Paramount, which is distributing the film. The hotel "provides the kind of direct outreach to our audience that we love and could not be a better fit for our movie."
Hotel for Dogs hits theaters Jan. 16 and stars Emma Roberts, Jake T. Austin and Lisa Kudrow.
On Dec. 13, the Los Angeles mall is holding a special screening of the DreamWorks Pictures and Nickelodeon Films release, complete with a meet and greet with Austin.