Genre label teams up with Las Vegas hotel and casino.
Ryan Kavanaugh's Relativity Media has brought Rogue Pictures to Las Vegas.
Rogue has signed an extensive marketing deal with the Hard Rock Hotel and Casino. One of the highest-profile parts of the deal will be the renaming of the hotel's Joint music venue as the Rogue Joint, which will now host premieres and screenings.
Additionally, there will be channels in the hotel rooms dedicated to Rogue films and trailers, as well as a continual branding push throughout the casino and pool areas.
In return, Rogue's newly created iamrogue.com social networking site will promote the Hard Rock, selling room reservations and tickets.
In March, Kavanaugh announced that Rogue would morph into a lifestyle brand.
“Relativity Media and Rogue are strong, creative, youthful, and exciting companies that perfectly match our philosophy on what a guest experience is all about,” said Hard Rock Hotel & Casino Vice President and CMO Phil Shalala. “Joining forces with them continues our well-earned reputation for developing unique and innovative partnerships that benefit our audience above all else.”