North Carolina targets film industry in Utah airport

North Carolina's film industry isn't waiting for movie executives to reach Park City for the Sundance Film Festival this month to make a sales pitch.

The N.C. Film Commission has set up an ad display at Salt Lake International Airport as part of a wide-ranging campaign designed to lure productions to its state.

The display features a 10-foot-high rocking chair with a director's chair back, atop a white pedestal that features the campaign's key word — "Relax."

Aaron Syrett, director of the N.C. Film Commission, says North Carolina wanted to make a large impression at Sundance, but didn't want to directly market in Park City, where most of the festival takes place.

Syrett was the Utah Film Commission's director until 2007.