To drive appeal to our female target audience, we translated the "Rags to Riches" fairy tale romance from the film into reality by generating excitement around the theatrical release of Maid in Manhattan. To capitalize on the reality programming phenomenon, we created a "Real People, Real Romance" promotional contest for the theatrical release of this ultimate date movie. 28 pre-selected couples competed online to win the hearts of online users for the 'Best New York Love Story'. Online users were given the opportunity to view streaming video of the couples interviews and interact by voting for a contest winner. By creating this event online, we produced a buzz around romance and New York City that spread quickly around the country.