WB wheels promo deal with GM

Chevy Venture will be first tie-in through new pact

Warner Bros. and General Motors Corp. have pacted in a four-year, multimillion-dollar marketing deal, allowing GM to create promotions aligned with WB entertainment products.

Under the terms of the partnership, to be officially announced this morning at the studio, GM will have priority on inking with Warner Bros. in all future automobile marketing alliances.

The first slated product tie-in will be the Chevy Venture Warner Bros. limited edition minivan, to roll into GM lots for sale in September. The car’s exterior will be emblazoned with the WB family entertainment logo and inside will be packed with kid-friendly gadgets, including a special monitor to view videos.

Other likely promotions include GM product placements in WB movies.

While large in scope, the marketing pact isn’t the first between GM and Warner Bros. The two worked before on TV spots mixing WB’s Wile E. Coyote and the Road Runner with the Pontiac Grand Prix. GM also hyped its Monte Carlo using WB’s Tasmanian Devil character.

This isn’t the first marriage between a car dealer and a studio. In a similar deal, Universal in January inked a one-year pact with Daimler-Chrysler that made its Dodge division Universal’s “exclusive marketing partner” for its movies, music and theme park operations.

(Marc Graser contributed to this report.)

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