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COMPANY TOWN

GM's troubles deprive 'Transformers 2' of crucial horsepower

The financially strapped carmaker, which was a key promotional partner in the original film, is downshifting its contribution to the ad campaign tied to the sequel's release.

April 06, 2009|Claudia Eller

The timing couldn't be worse for the carmaker since its 2010 Camaro is just now rolling off assembly lines and being shipped to dealers. Rhadigan said although the relaunched Camaro was only a concept car and not available for sale when the first "Transformers" opened, its association with the film was highly beneficial. "It translated into awareness and boosted the overall image of Chevy," he said. "It's cool to be associated with a hot movie."

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claudia.eller@latimes.com

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(BEGIN TEXT OF INFOBOX)

GOING ALL OUT FOR TIE-INS

Hollywood studios, facing constraints on movie marketing budgets, are enlisting the help of various companies to help them promote their upcoming summer movies. Deals announced so far include:

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HANNAH MONTANA: THE MOVIE

Studio: Disney

Opens: April 10

Promotional partners: BP, Procter & Gamble, JC Penney, Sargento cheese

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X-MEN: WOLVERINE

Studio: Fox

Opens: May 1

Promotional partners: 7-Eleven, Schick, Papa John's pizza

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STAR TREK

Studio: Paramount

Opens: May 8

Promotional partners: Burger King, Esurance, Kellogg, Nokia, Lenovo computers

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LAND OF THE LOST

Studio: Universal

Opens: June 5

Promotional partner: Subway

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TRANSFORMERS 2

Studio: Paramount

Opens: June 24

Promotional partners: GM, LG Mobile, Kmart

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CLOUDY WITH A CHANCE OF MEATBALLS

Studio: Sony

Opens: Sept. 18

Promotional partner: Burger King

Source: Studios

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