In late 2016, JW Marriott released a teaser for "Two Bellmen 3", the third installment in a series of scripted short films that are heavy on drama, romance, and comedy, but typically light on branding.

Set in Seoul, South Korea, the hotel chain's latest content play – which has a plot revolving around familial strife and a wedding – stars actor Ki Hong Lee, who previously featured in "The Maze Runner" movie and Netflix's "Unbreakable Kimmy Schmidt", alongside Jessica Jung, formerly of K-pop group Girls' Generation.

The "Two Bellmen" franchise was created by the Marriott Content Studio, a unit of the accommodations firm that launched in 2014 and is charged with developing, producing, and distributing an assortment of consumer-engagement tools that range from digital video to virtual-reality content and magazines. Behind this mission is the aim to connect the firm's 30 brands with the "next-generation traveler". And this agenda, in turn, puts Marriott at the forefront of a major marketing trend.