Dino-might Benz

The auto industry has officially arrived in Hollywood. After BMW scored a huge success with its “Goldeneye” promotion to introduce the flashy BMW Z3 in 1995, other studios jumped on the auto bandwagon for tie-ins. The latest is Mercedes-Benz, which joined hands last year with Amblin Entertainment and Universal Pictures for a worldwide promotion on “The Lost World.” The German automaker is hoping that screen time for its new utility vehicle, the M-class SUV, will result in the sales success that BMW experienced when its car appeared with James Bond. The public will get its first look at the four-wheel drive Mercedes, which has been compared to the Jeep Cherokee and the Ford Explorer, when “The Lost World” bows on Memorial Day. Though the car, a 1998 model, won’t go on sale until this fall, Variety recently got a peak at one of the SUVs, camouflaged for the movie, in Northern California outside the secret set of “The Lost World.”

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