Sponsorship and Placement
Since 2004, Swarovski has created the 9-foot-diameter (2.7 m), 550-pound (250 kg) star or snowflake that tops the Rockefeller Center Christmas Tree in New York City. The tree ornament now serves as the inspiration for the smaller Annual Edition ornaments that have been sold in the retail stores since 1991.
Swarovski was a sponsor for the 2004 film The Phantom of the Opera, in which the "standing model" of the chandelier was composed of Swarovski crystals. A Swarovski shop window is visible later in the film. However instead of using the edelweiss flower, which would have been the case in the era the film was set, the current swan logo was used.
The 2009 documentary film This Is It showed Michael Jackson rehearsing for a concert tour, featuring costumes covered in Swarovski crystals.
Swarovski is product-placed in the 2011 J-Lo promo video for the single "On The Floor", alongside Crown Royal Whisky and BMW.
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