Edward's car gets four minutes of screen time
The Swedish automaker landed on the radar of readers when author Stephenie Meyer put her teen vampire Edward behind the wheel of a “shiny silver Volvo” in the first book of the series and showed off the sedan on her website.
But Volvo has made the rare moved to the bigscreen version as well – a feat most brands rarely achieve.
In the film, Edward (Robert Pattinson) owns a silver C30, with the hatchback lovingly shown racing through the forests of the Pacific Northwest. It’s also used to rescue love interest Bella from thugs, showcasing its performance abilities.
The car gets four minutes of screen time. Placements typically give cars 10 to 30 seconds.
Volvo, not surprisingly, is elated. Since the car’s launch two years ago, the company has looked for cinematic ways to promote the car to younger consumers.
“Twilight”’ is the first pic the C30 has appeared in; It’s also shown up on TV shows “Bones,” “Beverly Hills, 90210,” and the MTV movie “American Mall.”
“We knew that `Twilight’ had a strong following and we were grateful to have the opportunity to be a part of bringing this exciting book series to life,” says John Maloney, VP of marketing and product planning for Volvo.
It had no idea how big of a following, however.
Since the pic’s trailers bowed, Volvo’s been flooded with requests from teens and older female fans of the books for info on the C30.
“Twilight”-ers have also produced ads for the car and posted them on YouTube, with one called “The Day Volvo Died” and another boasting the tagline, “If you lived forever, what car would you live for?”
“We knew it would have a certain demo that it would attract, but we didn’t think it would create this kind of buzz before the movie came out,” says Linda Swick, prexy of Intl. Promotions, which brokered the placement.Volvo can’t spend any marketing dollars around the pic, given its budget constraints. But it will give the car that Pattinson drove onscreen to one lucky fan as part of a promotion.
Producers had initially wanted to use a Volvo station wagon, given that Edward’s vampire family needed to get around somewhow. But Volvo pushed to give Edward his own set of wheels.
Says Swick, “If they had gone with the station wagon, I wonder if it would have been as big of a deal.”