Chrysler markets new muscle
Charger appearing in the studio’s “The Dilemma” and every “Fast and Furious” film. A fleet of Chargers were throttled in “Fast Five,” as part of a tie-in in April, which wound up being the series’ biggest earner. Saba works with Hadler PR to handle such placement deals, which include WB’s next Superman pic, “Man of Steel.” “We are always looking for new creative initiatives that fit our brand positioning and engage consumers,” Saba says, adding that Dodge positions itself as a “mainstream American brand with mainstream American values” that are sporty, functional and innovative.For “Green Lantern,” Chrysler had brokered a deal for the Jeep Wrangler, which appears in the movie, but the producers had fallen in love with the classic Challenge, and bought it for the production. Still, Dodge’s licensing arm enables its placement deals to extend to various retail executions, like toys, the company says. WB released a “Green Lantern”-branded line of Hot Wheels cars for the pic featuring the 1971 Challenger.
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