Starting with Morgans Hotel in midtown Manhattan in 1984, Schrager opened nine hipper-than-thou hotels, including the Hudson and Royalton in New York, the Mondrian in Los Angeles and the Delano in Miami Beach.

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From the 16th-floor, penthouse suite of Manhattan's Royalton Hotel, a Belkin company representative streamed the "Spiderman 2" trailer using a Dell (nasdaq: DELL - news - people ) laptop to the bustling, sun-drenched, ground-floor plaza outside the hotel.

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