Alliance born to 'Make Movies Better'
Universal and Dodge have formed a marketing partnership for “Fast Five” and the Dodge Charger.Companies unveiled the alliance Friday. Dodge supplied multiple Chargers used in “Fast Five,” which is set for an April 29 release, and is sponsoring a Dodge/”Fast Five” spot that aired for the first time Saturday during the NCAA Final Four games with the tagline “Car Chases Make Movies Better.” The partnership will also include the No. 7 “Fast Five” Dodge Charger R/T driven by NASCAR Sprint Cup Series driver Robby Gordon and raced throughout April. Dodge is sponsoring the global premiere of the film in Rio de Janeiro — the setting for the film — on April 15. Partnership also includes a sweepstakes offering five custom “Fast Five” 2011 Dodge Charger R/T models. “We enjoyed being a part of the production process and working with the cast and crew, and it clearly comes through in the film,” said Ralph Gilles, prexy-CEO of Dodge Brand. “The chase scenes in this installment of ‘Fast Five’ are over-the-top and adrenaline-filled.”
Follow @Variety on Twitter for breaking news, reviews and more