×
You will be redirected back to your article in seconds

‘Angels’ flies with Cingular, Maserati

Promo trio expected to spend over $15 mil to push pic

Ferrari-owned Maserati, Cingular Wireless and Sony Ericsson have come on board to back Columbia Pictures’ upcoming sequel “Charlie’s Angels: Full Throttle” with a multiplatform marketing campaign.

In an unusual move, the companies are revving up to roll out a joint promotional effort, with the brands tag-teaming to showcase their sports cars, wireless services and cell phones used in the film. Trio is expected to spend north of $15 million to push pic.

Film marks the first time Maserati has helped push a Hollywood production, ponying up $9 million in support.

Cingular’s involvement with the pic is its second major deal with Col, after it experienced a successful tie-in with the studio’s superhero hit “Spider-Man.”

Refreshing image

Maserati, which has its new Maserati Spyder sports coupe and two Ferraris in the pic — a $670,000 Ferarri Enzo was flown in from Italy for a day — is trying to boost its image in the U.S. Its new Maserati models are the first to be sold in the country in more than a decade.

After considering several pics, Maserati chose to tie its brand with “Charlie’s Angels: Full Throttle” because of the pic’s aspirational attitude and the young, hip female audience it is expected to attract.

Cingular Wireless will use the pic to promote its new photo-messaging service and ring tone, used by the film’s characters on Sony Ericsson’s new 616 phone in several sequences.

“After the success of our positioning in ‘Spider-Man’ last year we looked at a range of movie options and chose ‘Charlie’s Angels’ because it allowed us the opportunity to showcase the the phone and its applications,” said Chris Penrose, executive director of promotions for Cingular of its biggest tie-in to date with a Hollywood production. “We wanted to get as deep as possible into the film.”

Cingular and Sony Ericsson will offer fans the chance to purchase “Charlie’s Angels”-themed accessory bundles. They’ll also launch a “Charlie’s Angels: Road Cyclone” wireless game that can be downloaded for $3.99. Ringtones from the “Full Throttle” soundtrack, featuring Pink and Destiny’s Child, will be made available for 99¢.

Cingular likely will split revenues it collects for the game with Sony.

Sharing efforts

Combined campaigns between the companies will involve a 14-city tour, displays at sports arenas, in-theater promos, TV spots and print ads, retail support, sweepstakes and direct mail, as well as an Internet effort, featuring the film’s crime-fighting trio played by Drew Barrymore, Cameron Diaz and Lucy Liu.

Maserati has already launched its Web campaign and will appear in a specially shot extra on the DVD release highliting the vehicles in “Full Throttle.”

Maserati plans to continue to use partnerships and promotions with films to reach the mass market and position its pricey sports cars as an aspirational moniker. Its cars recently have appeared on TV in Fox’s “Fastlane,” UPN’s “Platinum” and soon HBO’s “The Sopranos.”

Company is already in talks with other big-budget productions, including Col’s “RPM” and “Hot Wheels” to introduce its new sedan, among other models.

Maserati said it teamed up with Cingular and Sony Ericsson in an effort to reach a broader audience, estimated to be roughly 30 million consumers, once the campaign completes its run.

“We’re brand-new to the market,” says Marco Mattiacci, veep of marketing for Maserati of North America. “Our ties to the Hollywood community are fundamental for us and the fastest way to build awareness for our product. Product placement is a key piece of our marketing strategy.”

“Charlie’s Angels: Full Throttle” also will be backed by campaigns from Best Buy, Billabong and Ray Ban.

More Film

  • Netflix HQ LA

    Andy Gruenberg, Veteran Film Executive, Dies at 68

    Veteran film executive Andy Gruenberg, who most recently oversaw theatrical distribution at Netflix, died suddenly on Friday. He was 68. Gruenberg worked on classic films like “Ghostbusters,” “Karate Kid” and “Silverado” while at Columbia Pictures in the 80s and 90s. He then moved to MGM where he served as exec VP of distribution. There he [...]

  • Fyre Festival Caterer Receives Thousands in

    Unpaid Fyre Festival Caterer Raises Thousands in Donations on GoFundMe

    As two Fyre Festival documentaries hit the airwaves, a couple who say their credit was ruined due to the Fyre Festival’s lack of payment for their services have raised $54,381 at time of publication on GoFundMe. Elvis and Maryann Rolle wrote on their page that they catered “no less than 1000 meals per day” in [...]

  • DF-10956_R – Gwilym Lee (Brian May) and

    'Bohemian Rhapsody' Producer Confirms Bryan Singer's Reason for Leaving, Says 'No One' Was Attached to Play Mercury

    “Bohemian Rhapsody” producer Graham King provided insight into some of the events surrounding the Golden Globe-winning film Saturday at the Producers Guild Awards Nominees Breakfast, including director Bryan Singer’s departure from the film partway through production. “It’s an unfortunate situation, with like 16, 17 days to go and Bryan Singer just had some issues, his [...]

  • Author Tony Mendez arrives at the

    Tony Mendez, Former CIA Officer Depicted in 'Argo,' Dies at 78

    Tony Mendez, the former CIA technical operations officer who orchestrated the 1980 rescue of six American diplomats from Iran and who was portrayed by Ben Affleck in the Academy Award winning film “Argo,” has died. He was 78. Mendez’s book agent, Christy Fletcher, announced the news on Twitter Saturday morning. “Early this morning, Antonio (Tony) [...]

  • Glass Movie

    'Glass' to Rank in Top 3 MLK Debuts With $48 Million

    M. Night Shyamalan’s “Glass” is on its way to a solid debut with an estimated $48 million for the four-day Martin Luther King Jr. weekend. A sequel to 2000’s “Unbreakable” and 2017’s “Split,” the Universal superhero thriller should bring in around $41 million from 3,841 domestic locations over the Friday through Sunday period. The estimates are [...]

  • China's 'Three Adventures of Brooke' to

    China's 'Three Adventures of Brooke' to Hit French Theaters (EXCLUSIVE)

    Midnight Blur Films has signed a deal with French distributor Les Acacias to release Chinese arthouse drama “Three Adventures of Brooke” in France this year, the Chinese production company told Variety on Saturday. A release date has yet to be set for the film, which premiered at the Venice Film Festival and stars Chinese newcomer Xu Fangyi [...]

  • Noe Debre On His Directorial Debut,

    Top French Screenwriter Noe Debre Makes Directorial Debut, ‘The Seventh Continent’

    This last half-decade, few French screenwriters have run up such an illustrious list of co-write credits as Noé Debré. Thomas Bedigain’s writing partner on Jacques Audiard’s Cannes Palme d’Or winner “Deephan,” Debra co-penned Bedigain’s own debut, “The Cowboys,” “Racer and the Jailbird,” by Michael Roskam, and “Le Brio,” directed by Yvan Attal. He has now [...]

More From Our Brands

Access exclusive content