Relativity Media is rolling the dice on its attempt to turn the Rogue film label into a consumer brand, inking an extensive marketing pact with Las Vegas’ Hard Rock Hotel and Casino.

Deal includes renaming the property’s music venue the Joint as the Rogue Joint, which will host film premieres and screenings. An in-room channel will also be created to play Rogue movies and trailers inside the hotel’s 640 guest rooms.

Additionally, signage throughout the Hard Rock, including at its popular pool, will push the Rogue brand and its recently launched social network, IamRogue.com.

In return, the social network will promote the Hard Rock, selling hotel rooms and tickets at its venues through the site.

The Hard Rock is currently undergoing an expansion that will add 864 guest rooms, with the first to open this summer and triple the property’s size once completed next year.

Financial terms of the deal were not disclosed, but partnership should significantly generate exposure for Rogue since Relativity topper Ryan Kavanaugh announced in March (Daily Variety, March 16) plans to make Rogue a revenue-generating lifestyle brand outside of the megaplex through its website, merchandise and marketing efforts, tapping into the rebellious connotations that “rogue” has with younger moviegoers.

The Hard Rock has typically attracted a younger consumer to its property and fits in well with the audience Rogue is targeting.