Sony Pictures and mobileSPA teamed up to promote the theatrical release of HITCH. The “Live it up in New York” Sweepstakes gave consumers the chance to win a 3 day/ 2 night trip for two to New York City where HITCH was filmed. The grand prize included air transportation, hotel accommodations, spa treatment, and $250 spending cash. Entries were submitted online at www.mobilespa.com/hitch.asp from February 2, 2005 through March 1, 2005 and participants were required to be 18 or older.