When Justice League opened to $94 million, it was a disappointment for Warner Bros. — and a less obvious blow to partner Mercedes-Benz, which spent $6 million to $8 million to place three cars in the film, including an E-Class Cabriolet ($66,000) driven by Diana Prince (aka Wonder Woman) and an AMG Vision Gran Turismo concept ride for Ben Affleck’s Bruce Wayne.
The current onscreen auto arms race was kicked off by Marvel in 2008 with a deal for Tony Stark to drive a new Audi R8 in Iron Man. “We were taking a real risk with a new director [Jon Favreau, helming his first superhero film], new character and a new studio in Marvel,” says Audi marketing vp Loren Angelo. It paid off: The R8 has become indelibly tied to Robert Downey Jr.’s Stark over six Marvel Cinematic Universe films.
For February’s Black Panther, Marvel partnered with Lexus, but when the deal was done in 2015, the carmaker’s LC500 did not even exist. Director Ryan Coogler “wanted a hands-on experience,” says Marvel partnerships vp Mindy Hamilton. “So Lexus brought down a prototype, worth over a million dollars. Ryan jumped up and down on the hood — like [star] Chadwick Boseman does in the movie — and there was a loud gasp from the Lexus team. Ryan said, ‘Yep, this is right.’ “
Aside from the tie-in ad dollars that manufacturers must commit to spend, there is the cost of customizing the cars, like enlarging Wayne’s Benz 10 percent to accommodate Affleck’s 6-foot-3 frame. For Black Panther, Lexus provided about $1.5 million worth of cars and created a custom iridescent blue paint color.
For an off-planet film like Star Wars: The Last Jedi, integrations get more complicated. Nissan created seven custom show cars with Lucasfilm’s VFX shop, Industrial Light & Magic, and is planning a multimillion-dollar campaign, including in-dealer virtual reality, a microsite and a car giveaway. “We weren’t just going slap a logo on it. Star Wars has millions of fans, and if you piss them off, you’re done,” says Nissan marketing vp Jeremy Tucker. When asked how a partnership makes sense without placement, Tucker says with a laugh, “Telling my own execs that we can’t put a Nissan Rogue in the Death Star was the hardest part.”
This story first appeared in the Nov. 29 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.
- 2017 Los Angeles Auto Show: Nissan Star Wars Theme Concept Cars Unveiled
- J.J. Abrams, Chris Rock Talk 'Star Wars,' Terrible First Jobs at Tribeca Film Festival
- An Elite Clone Troupe Goes Rogue in Trailer for ‘Star Wars: The Bad Batch’
- Only 10 of this $202k Star Wars Death Star inspired Tourbillon watch exists
- Disney has invented a ‘REAL’ Star Wars lightsaber – and this is how it works
- ‘Obi-Wan Kenobi’: Disney+ Star Wars Series Adds ‘PEN15’ Star Maya Erskine
- Remembering 'It's a Trap!,' the Greatest 'Star Wars' Meme
- Personalize Your Alexa Voice Remote With These New Star Wars ‘Mandalorian’ Covers
- Godzilla Vs Kong Is Director Adam Wingard's Star Wars Audition
- Rian Johnson's Star Wars Trilogy Is Still Happening - Report
- New Star Wars set photo appears to show iconic location built for Obi-Wan Kenobi series
- Kelly Marie Tran Speaks About Surviving The Online Star Wars Harassment
- Ray Park Teases His Return to Star Wars in The Mandalorian Season 2?
- Star Wars: Knights of the Old Republic Video Game Remake Is Happening at Aspyr
- Célébrez la journée Star Wars avec les meilleures promos sur les sets Lego Rébellion vs Empire
- Obi-Wan Kenobi: Disney Plus Star Wars Show Release Date And Everything Else We Know
- Star Wars: Disney reveals further Obi Wan Kenobi cast alongside Ewan McGregor, as production begins soon
- Le 4 mai prochain, Disney réserve une très grosse surprise aux fans de Star Wars
- ‘Obi-Wan Kenobi’ To Start Production In April; Disney+ Series Cast Includes Joel Edgerton Returning To ‘Star Wars’ Franchise
- Obi-Wan Kenobi cast confirmed as Kumail Nanjiani, Rupert Friend, and more join the Star Wars universe
Car Product Placement in 'Star Wars'? Sort Of have 655 words, post on www.hollywoodreporter.com at November 30, 2017. This is cached page on Travel News. If you want remove this page, please contact us.