In 2009, Europe was witness to an exceptionally ingenious marketing act. Disney, to promote their 2009 release Up in Europe, worked together with a popular balloon marketing business to make a real balloon with an undercarriage that looks precisely like the house in the film . The whole building and construction of the balloon itself can be treated as an engineering genius, and it took control of six months to complete ! The biggest surprise was the one Disney had actually prepared for their London promos- they flew the balloon right under the Tower Bridge! The act was much discussed and reported in global media.