At worst, it could backfire. It's a perverse circle of life: In L.A., paparazzi, celebrities and businesses need each other to survive. Say a star strolls into a store. The store then tips off a paparazzo to snap photos of the star. The paparazzo then sells the photos for a paycheck, the store and the star get free press, and the star probably gets free stuff. Everyone wins! Except, perhaps, the Carlyle.
"They're just violating their own marketing principles because they won't get free advertisement," said Flores. "It's a lose-lose situation for them. It's a big marketing campaign that's going to fall on its face."
Plus, will celebrities really flock to the Carlyle considering all the attention focused on it? Schneider would not reveal which, if any, stars are thinking of buying in the building -- whoever they are, their pockets have to run deep: Units start at $2.9 million and go up to $14 million for the penthouses -- but if the elite jet to private South Pacific islands for vacation, it stands to reason they won't want to come home to one of L.A.'s most buzzed-about properties.