Celebrity partnerships with luxury brands can create powerful marketing narratives, as demonstrated by Elizabeth Taylor's association with Bulgari during the filming of Cleopatra, where the actress's personal story of escaping paparazzi into the brand's 'money room' transformed a simple shopping experience into a legendary tale of star power and luxury.
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Cleopatra, Elizabeth Taylor, Richard Burton and BulgariAdded:
Fox had budgeted Cleopatra at $2 million. By the time Taylor finished shooting it, the studio had spent $44 million.
She was 29, the first woman ever paid a million dollars for a single picture, and on her way to ruin both her marriage and Richard Burton's on the front page of every newspaper in the world.
To escape the paparazzi, the two of them began ducking into a Bulgari shop on Via Condotti, where the owner kept a back room he called the money room.
"I introduce Liz to beer," Burton later joked. "She introduced me to Bulgari."
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