For today’s luxury and boutique hotels, guest expectations are higher than ever. Current trends in the hospitality industry show travelers want connection, curated amenities and unique experiences that differentiate one property from the next. Movie events have quickly become a standout solution – offering an effortless way to engage guests, activate underused spaces and support brand goals. But to host and promote these events legally, hotels must secure the right public performance license.

This article explains what hotels need to know about copyright compliance, why background-use licenses alone do not cover movie events and how Swank Motion Pictures provides the only all-inclusive licensing solution built specifically for hospitality.

Copyright law requires any public showing of a movie outside the private home to be covered by a public performance license. This includes hotel film screenings at pools, rooftops, lawns, restaurants, lounges, conference spaces or community-facing events.

Even if a hotel already pays for streaming platforms, cable subscriptions or an “umbrella license,” those permissions do not grant the right to:

• Host planned movie screenings on your property
• Promote the movie title or screening
• Charge admission
• Invite the local community

These activities require public performance rights that come directly from Swank. Without them, hotels risk copyright infringement, costly fines and reputational damage.

Background-use licenses allow properties to show movies as ambient entertainment in common areas but not as promoted events. This means:

• No advertising the movie title
• No planned, structured movie screenings
• No admission fees
• No community invitations
• No large-scale screenings

Hotels that promote a movie screening without the proper license – even unintentionally – step outside the limits of background-use coverage.
Swank is the only hospitality-focused licensor that grants full public performance and promotional rights for the studios it represents, giving hotels the legal foundation they need for turnkey, guest-facing movie programming.

Enhanced Guest Experience

Movie events create shared moments that help guests unwind and connect, offering the kind of personalized hotel experiences today’s travelers value. Whether it’s a family enjoying a poolside favorite or couples relaxing during rooftop screenings, these experiences deliver individualized hotel care that feels thoughtful and intentional. Hotels like Sheraton San Diego report enthusiastic guest feedback and consistently strong attendance during their seasonal movie programming, demonstrating how hotel film events can meaningfully improve hotel guest satisfaction.​

Stronger Brand Perception and Awareness

Licensed hotel film screenings boost a property’s visibility by transforming pools, rooftops, lawns and lounges into entertainment destinations. These turnkey events double as a marketing strategy for hotels, helping properties showcase memorable onsite experiences that resonate with modern travelers. They also serve as fresh, high-impact marketing ideas that differentiate a brand in competitive markets. W Nashville, for example, earned an estimated 25 million media impressions from its Swank-supported movie nights and community partnerships, reinforcing its position as a cultural and community-focused hotel.

Increased On‑Site Spending

Movie events at hotels naturally drive food and beverage sales, extend dwell time and increase amenity utilization. Hotels like Sheraton San Diego have reported up to $1,000 in incremental F&B revenue on movie screenings, while Westin Anaheim achieved a 99 percent ROI on its programming during peak season.

Community Connection and Loyalty

Movie events encourage repeat visits, enhance family experiences and open doors for culturally themed programming – such as heritage month screenings, holiday activations and community nights.

Swank is the only hospitality partner that provides a complete, legally compliant hotel movie license for planned movie screenings. With this solution, properties can:

• Legally host screenings anywhere on-site
• Promote movie titles to guests and the public
• Charge admission or run ticketed community events
• Access blockbuster content from top Hollywood studios
• Receive programming guidance and marketing support
• Utilize seamless digital delivery when needed

These benefits simplify planning, reduce risk and help hotels elevate their programming strategy.

Can a hotel legally host movie events for guests?
Yes—provided the property has the appropriate public performance license for the films being shown. While some umbrella licenses cover ambient or background movie use on property, they do not extend to planned, hosted, or promoted movie screenings.

Can hotels promote a movie screening publicly?
Only if the hotel’s movie license explicitly includes promotional rights. Swank’s license allows hotels to name and market the movie title, unlike standard background-use licenses.

Can hotels charge admission for a movie screening?
Yes, if they have a hotel movie license that includes ticketing rights. Swank permits admission-based or community-facing events.

What happens if a hotel shows a movie without the proper license?
Hotels might face copyright infringement penalties, cease-and-desist orders and reputational risk. Ensuring compliance protects the property and its brand.