HOLLYWOOD, Calif. — There is nothing comic-book-like about the success of the new movie Iron Man, distributed by Paramount and the work of the brand-new Marvel Studios. More than $100 million in ticket sales was rung up in the U.S. alone in the first weekend of release. Audi — with its R8 supercar (driven by the eponymous hero) and S5 and Q7 prominently displayed in the movie — stands to grab an enviable halo effect from the successful movie.
At the Hollywood premiere, Audi lost no chance to promote itself, providing A8, Q7 and R8cars to transport the stars. Around the world, in places as distant as Borneo, Audi dealers were handing out tickets to the film to promote the brand. Star Robert Downey, Jr., appeared at the Australian premiere behind the wheel of an Audi R8. In the movie — in Iron Man guise — he lifts a Q7 into the air to save the family inside the SUV.
Audi is no stranger to product placement, having seen its vehicles featured in movies from Legally Blond 2 to I, Robot. The touchy question of whether — and how much — an auto company pays for such placement is rich tabloid fodder, but it is increasingly clear that there is dramatic merit in the marketing plan. Today's cars make worthy co-stars in the modern high-tech, high-thrills action movie industry. And considering the way this movie was received at the box office, Audi should start figuring out which vehicles will get picked up, literally and figuratively, for Iron Man 2.
What this means to you: The real one to watch for would be the fourth installment in the movie franchise, which we are sure will be called Iron Man Quattro. — Laura Sky Brown, Correspondent
At the Hollywood premiere, Audi lost no chance to promote itself, providing A8, Q7 and R8cars to transport the stars. Around the world, in places as distant as Borneo, Audi dealers were handing out tickets to the film to promote the brand. Star Robert Downey, Jr., appeared at the Australian premiere behind the wheel of an Audi R8. In the movie — in Iron Man guise — he lifts a Q7 into the air to save the family inside the SUV.
Audi is no stranger to product placement, having seen its vehicles featured in movies from Legally Blond 2 to I, Robot. The touchy question of whether — and how much — an auto company pays for such placement is rich tabloid fodder, but it is increasingly clear that there is dramatic merit in the marketing plan. Today's cars make worthy co-stars in the modern high-tech, high-thrills action movie industry. And considering the way this movie was received at the box office, Audi should start figuring out which vehicles will get picked up, literally and figuratively, for Iron Man 2.
What this means to you: The real one to watch for would be the fourth installment in the movie franchise, which we are sure will be called Iron Man Quattro. — Laura Sky Brown, Correspondent
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