Iceland is the setting of Ben Stiller’s new film The Secret Life of Walter Mitty, which will be premiered this month. The film is this year’s holiday film at 20th Century Fox and therefore its marketing campaign is substantial, Promote Iceland, says in a press release.
From the press trip to Iceland. Photos: Daði Guðjónsson.
Large opportunities pertaining to promoting Iceland come with the film, as it is at the forefront of numerous scenes, the statement explains. Under the banner of Inspired by Iceland, Promote Iceland has closely collaborated with 20th Century Fox and the foreign press to promote the country in relation to its premier.
At a special premiere in London for the British Press on December 16, guests got to sample Icelandic cuisine and Einar Hansen Tómasson, project manager at Film in Iceland, presented Iceland as an ideal film location.
Also, Promote Iceland planned a press tour to Iceland for representatives of influential U.S. media, including Fox, CBS, NBC and VH1, taking them to the film’s locations and teaching them about Iceland.
Ben Stiller has already declared his love for Iceland in U.S. talk shows, including the Ellen DeGeneres Show and Conan O’Brien.