Friday, February 10th, 2012
Fiat has secured a product placement in the new Columbia Pictures film Angels & Demons. The movie is headed by a blockbuster cast, including Tom Hanks and Ewan McGregor. The film, which is based on a novel by Dan Brown, will be directed by Ron Howard. According to the auto maker, the Fiat Lancia Delta will be featured in chase scenes with Tom Hanks driving the wheel.
To maximize publicity, Fiat is displaying the Lancia Delta in major film theaters from May 15-24, after an open house which will be hosted in Italian showrooms on May 9. Fiat says that its tie-in with the movie ?revolutionizes product placement and publicity.?
Fiat produced cars ahead of the market launch for the movie shoot. The specially made Deltas were air-shipped to Los Angeles for work in Sony Pictures? studios and were returned to Italy by boat right after.
The Delta in the film is equipped with a 1.8-liter TurboJet engine that maxes out at 200 horsepower. The tagline is cleverly integrated to the Lancia?s tie-in with the slogan: ?One angel, 200 demons.?
In addition to the product placement, the car maker has also launched campaigns in different platforms, including TV, magazine, and newspaper. Fiat even launched an online contest, where consumers will get a chance to win a brand-new Lancia Delta.
Angels & Demons will premiere in U.S. theaters on May 15.
