Strategy
Reitman heavily promoted Up in the Air with personal appearances at film festivals and other showings. He stated that he could relate to and enjoys the idea of Ryan Bingham's lifestyle. "Yesterday [October 28, 2009] I took my 10th flight in 10 days so I live that life myself and I kinda enjoy it," Reitman said, "I think when you're in an airplane it's the last refuge for the people who enjoy being alone and reading a book."
Reitman documented his experiences promoting the film. He took photos of everyone who interviewed him and recorded videos in every city he visited. He edited these images into a short video titled Lost in the Air: The Jason Reitman Press Tour Simulator.
Up in the Air was screened as a "sneak preview" at the Telluride Film Festival on September 5, 2009, before its world premiere at the Toronto International Film Festival (TIFF) on September 12. The film was initially not scheduled to be completed for another three months, but Reitman rushed production in order to maintain a streak of debuting his films at TIFF.
During October and November 2009, Up in the Air screened at festivals including the Aspen Filmfest, the Woodstock Film Festival, the Hamptons International Film Festival, the Mill Valley Film Festival, the Austin Film Festival, the London Film Festival, the St. Louis International Film Festival, the Starz Denver Film Festival, and the Stockholm International Film Festival. It was the only American film to compete for the Golden Marc'Aurelio Audience Award for Best Film at the International Rome Film Festival. On November 6, The New York Times film critic Janet Maslin interviewed Reitman and Kirn at the Jacob Burns Film Center following a screening of the film.
Following the positive response the film received at the Telluride Film Festival, Paramount intended to move Up in the Air from its original release date of December 4, 2009, planning for a November 13 limited release going wide before the Thanksgiving holiday. However, this schedule conflicted with the release of The Men Who Stare at Goats, another Clooney film. The film was eventually released on December 4 in fifteen theaters spanning twelve markets, broadening in the next week to 72 theaters and going into wide release on December 23, 2009. It was released in other countries beginning in early 2010.
Up in the Air was shown at a sneak preview on September 5, 2009, and September 6, 2009, at the Telluride Film Festival. Reitman had fueled speculation that he would give a sneak preview at that festival. He posted pictures from Telluride on his Twitter account. Prior to the first showing, people waited two hours to get into Up in the Air and hundreds were turned away.
The world premiere for Up in the Air occurred at 2009's Toronto International Film Festival (TIFF) which ran from September 10 to 19, 2009. The press showing was on Friday September 11, 2009. Public screenings were on September 12, 13, and 19. Reitman originally did not plan to debut the film at TIFF, since it was not scheduled to be ready for another three months. He rushed production to keep his Toronto debut streak going.
The first clip of the film debuted on Apple Inc. website on September 8, 2009. The first trailer was available on iTunes on September 10, 2009, and on September 18, 2009, it screened before the new movies The Informant! and Love Happens. The second trailer became available on October 1, 2009.
Reitman received Aspen Film's first New Directions Award and participated in a question and answer session following a screening of Up in the Air on Friday October 2, 2009 at the Wheeler Opera House. The Aspen Film Festival ran from September 30, 2009, through October 4, 2009. It was shown twice at the Tinker Street Cinema on the closing day of the Tenth Annual Woodstock Film Festival 2009 on October 4, 2009. Vera Farmiga and Lucy Liu participated in a question and answer session moderated by entertainment journalist Martha Frankel after the film and in the Sunday noontime WFF Actor's Dialogue panel. The 2009 Hamptons International Film Festival showed Up in the Air on October 10, 2009, during its run at Long Island, New York's east end from October 8 to October 12, 2009.
The Spotlight Tribute held during the 32nd edition of Mill Valley Film Festival hosted an interview with Reitman and a screening of Up in the Air on Wednesday October 14, 2009 in the Smith Rafael Film Center, San Rafael, California. The Mill Valley Film Festival ran from October 8 to October 18, 2009. It was also shown four times at the 53rd London Film Festival which was held from October 14–19, 2009. Up in the Air was the only American film to compete for the Golden Marc'Aurelio Audience Award for Best Film at the fourth annual International Rome Film Festival which ran from October 15 through October 23, 2009. It was shown three times from October 17 to October 19, 2009. Reitman showed Up in the Air at ShowEast in Orlando, Florida on October 26 and October 27, 2009, and asked for the movie theater owners and managers to support the picture as fervently as they did his film Juno two years earlier. Reitman also held a Q&A and pep talk with film students at the University of Central Florida.
The first St. Louis press screening happened on October 28, 2009, at the Tivoli Theater. Up in the Air closed the Austin Film Festival on October 29, 2009, at the Paramount. Reitman attended the screening. The Austin Film Festival ran from October 22 to October 29, 2009. The Palm Springs International Film Society showed Up in the Air on Thursday, October 29, 2009, at the Regal Cinema in Palm Springs, California. Anna Kendrick was present at the showing.
Vera Farmiga and Anna Kendrick hosted a screening of Up in the Air at the Paris Theatre, New York City, New York on Thursday November 5, 2009. On November 6, 2009, the New York City Apple Store in SoHo hosted a conversation with director Jason Reitman. On November 6, 2009 The New York Times critic Janet Maslin interviewed Reitman and Kirn during a Q&A session held at the Jacob Burns Film Center after a screening of Up in the Air. The question and answer session was followed by a reception in the Jane Peck Gallery. The Boston Sunday Night Film Club had a free screening on Sunday November 8, 2009, with a Q&A session with Reitman following the screening.
Up in the Air was the centerpiece for the 18th Annual St. Louis International Film Festival, which was held from November 12 to November 22, 2009. The film was shown November 14, 2009 at the Tivoli Theater in University City, Missouri with Jason Reitman and Michael Beugg in attendance. Kevin Renick, the St. Louis musician who wrote the song Up in the Air, performed half an hour prior to the screening. Yukon Jake, who performed in the wedding scene in Up in the Air, provided entertainment during the party prior to the screening. The party took place at the St. Louis Ballpark Hilton and the Airport Hilton. Both are featured in the film.
On November 14, 2009, Paramount flew 50 members of the press to New York with Anna Kendrick, Sad Brad Smith and representatives of American Airlines to promote Up in the Air. The film was shown on the aircraft's video monitors during the flight from New York to Los Angeles. American Airlines provided the Boeing 767 gratis. Smith performed a few songs including Help Yourself in the aisle of the aircraft. On November 18, 2009, Backstage and Paramount Pictures had a special screening of Up in the Air for Screen Actors Guild and Backstage members at The Paramount Theatre (on the Paramount Lot), Los Angeles, California. The screening of the film was followed by a conversation with cast members Vera Farmiga and Anna Kendrick. The Starz Denver Film Festival closed on November 22, 2009, with a screening of Up in the Air, with an introduction by J.K. Simmons, who was in town to accept the festival's Cassavetes Award earlier that afternoon. The 20th Stockholm International Film Festival, which ran from November 18 to November 29, 2009, closed with a screening of Up in the Air on November 29, 2009.