Bruce Himmelstein, Sr.VP Marketing/Sales: “We made a conscious decision to put the brand in places that consumers wouldn’t ordinarily see it.”

And the return on all that? “It has exceeded expectations as far as the number of people who have watched the films.” Himmelstein says, and he adds that “a pretty incredible number” of viewers have clicked on links underneath the videos to book packages or other special deals at Ritz-Carlton properties.

Here are the facts, according to the hotel company:  “In association with American Express, The Ritz-Carlton produced three short films that subtly weave exceptional and unique guest experiences into their story lines, demonstrating how The Ritz-Carlton has been able to elevate service to an art form.” Mirroring the themes of the films are a variety of unique experiential packages and offers, all available exclusively for American Express Cardmembers.”

The films – available on Ritz-Carlton’s own site and in its hotel rooms – as well as MSN, Yahoo and Youtube – are, in a word, surprising. Though shot on location at The Ritz-Carlton, Marina del Rey and The Ritz-Carlton, Laguna Niguel,  the brand’s name is spoken once in each 10-minute video. More – and we’re not movie reviewers here -- the look of the films is edgy, occasionally dark.

“We are saying,” says Himmelstein, “that you may have a preconceived notion of what Ritz-Carlton is, but this is stuff that actually happens in Ritz-Carlton.” He confirmed that Ritz-Carlton, in partnership with American Express, “invested a significant amount” in the films – though he wouldn’t say exactly how much.

Will Ritz-Carlton invest in more such films? “We’ll see,” says the executive; “. We will keep exploring different ways to talk to current and new customers.” Conclusion, says Himmelstein: “People love watching the brand have fun.”

Check the films out for yourself and decide at: www.ritzcarltonfilms.com

Harvey Chipkin