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October 19, 2012

Chevrolet's status as cultural icon drives ongoing partnership with film makers

  • Chevrolet and Hollywood film makers enjoy long-running cooperation
  • Emerging film makers supported through Chevrolet's engagement with top crowdsourcing platform
  • Chevrolet Film Night celebrates the brand's role in film and TV

Chevrolet's extensive involvement in film and television productions over the past 50 years have helped to establish it as both a fixture in American popular culture and a preferred partner of major film makers. Today, Chevrolet not only continues to work with Hollywood on brand cooperation concepts, but also showcases young film-making talent through ongoing initiatives with MOFILM and Young Creative Chevrolet, Chevrolet's pan-European artand design contest that also includes a video discipline.

"In every great movie, there is a chemistry between actors that makes you laugh, cheer, or cry, creating an emotional bond between the big screen and the audience," says Susan Docherty, President of Chevrolet Europe. "Being part of the magic of Hollywood allows us to touch the everyday lives of current and future customers, bringing our cool cars into theaters and living rooms."

The power of the brand

Chevrolet is one of the world's largest car brands and its significance in the American cultural landscape is as obvious on the streets – with a 13.6% share of the fragmented and competitive U.S. car market – as it is in the arts and entertainment. Above and beyond the brand's documented presence in popular music, Chevrolet cars have featured strongly in successful, if not iconic, movies and television series.

The Internet Movie Cars Database, an enthusiast site which tracks car brands in film and television worldwide, identifies over 600 productions in which Chevrolet cars can be considered an integral part of the movie, and thousands more in which they appear in varying degrees of importance. Some of the more notable Chevrolet movies in reverse chronological order include:

  • THE LAST STAND (2013) – The Chevrolet Camaro ZL1 and the Corvette ZR1 are the hero cars for Arnold Schwarzenegger in this upcoming action movie.
  • TRANSFORMERS(2011, 2009, 2007) – The Chevrolet Camaro sports car had a starring role as Bumblebee in all three of the action thrillers: Transformers (2007), Transformers: Revenge of the Fallen (2009) and Transformers: Dark of the Moon(2011). In addition, the CorvetteStingrayconcept, the Trax and Beat concepts as well as a 1965 Chevrolet Malibu had cameo roles.
  • CARS (2011, 2006) – Mater, a 1965 Chevrolet 3800 tow truck, is the best friend of hero Lightning McQueen in both Cars (2006) andCars 2 (2011). Several other famous Chevrolet models appeared in the Disney-Pixar-animated films, including a Corvette.
  • FASTER (2010) – A 1971 Chevrolet Chevelle, modified as a 1970 SS, is driven by the main character, Driver, who is on the run as he seeks revenge in this fast-paced thriller.
  • THE FAST AND THE FURIOUS (2006) – This high-speed series about illegal racing and heists features a number of classic Chevrolets.
  • A WALK TO REMEMBER (2003) – A 1967 red Camaro Coupé is the teenage hero's car that accompanies him throughout this romantic high-school drama.
  • xXx (2002) – The action thriller shows the spectacular end of a Corvette C5 while Vin Diesel's character parachutes to safety.
  • RUNAWAY BRIDE (1999) – In this famous romantic comedy, a silver 1997 Camaro Convertible is driven by Ike (Richard Gere) on several road trips.
  • BATMAN RETURNS (1992) – The “Batmobile” in Tim Burton's sequel, as well as Batman (1989), was a customized Chevrolet Impala.
  • DAYS OF THUNDER (1990) – In this action film about racing, the Chevrolet Lumina NASCAR effectively competes with Tom Cruise for the starring role.
  • CORVETTE SUMMER (1978) – In this classic teen summer movie, a 1973 Corvette Stingray is the ultimate object of desire.
  • AMERICAN GRAFFITI (1973) – In this George Lucas classic, a borrowed 1958 Chevrolet Bel Air impresses a girl but ends up stolen, leading to a fight to get it back.
  • TWO LANE BLACKTOP (1971) – This cult road movie features a 1955 Chevrolet One-Fifty, which is driven through the American Southwest by two guys who are always on the lookout for a good race.

In terms of television, Chevrolet models have appeared in widely-viewed American series, from Hawaii Five-0, NYPD Blue and CSI: NY to The Sopranos and Glee.

Please see addendum for more examples of Chevrolet in film and television.

Partnership I – Industry leaders

Brand cooperation refers to the marketing of brands and products in entertainment, be it film, television, gaming or music. While product placement and sponsorship of movie productions are two of the most practiced forms, Chevrolet has been working with Hollywood film makers to develop new concepts that are both effective and fitting to the film or program in question.

Steve Tihanyi, General Motors Director, Branded Entertainment, explains that brand owners and film makers pursue brand cooperation when it is right for the project at hand. "We may have key products and launches we're trying to showcase but in other cases, producers and studios are looking to partner with a brand like Chevrolet to help supply cars and engage in a marketing program that helps all parties." Often, both sides are seeking cost efficiencies in marketing and/or production budgets, as well as unconventional, more arresting ways to reach a given audience.

Tihanyi attributes Chevrolet's success with brand cooperation to experience, mutual respect and strong relationships. He says: "We participate on a variety of levels, from general product placement to creation of content and even ownership of that content. What's most important to us is being able to tell the most compelling story in an organic and meaningful way, while maintaining the integrity of the creative product (e.g. the movie)."

"We would have never been able to do what we did in Transformers if it weren't for those strong relationships," Tihanyi stresses. The partnership not only resulted in use of the movie to launch the new Camaro, but also synergy that went beyond the theaters. For example, two Chevrolet Camaro TRANSFORMERS Special Edition vehicles were produced and sold approximately 3,000 units. Tihanyi also notes: "We sold three times more yellow Camaros than normal, and I have no doubt that Bumblebee transforming into a yellow Camaro led to this."

As new digital technologies and a growing international film market shape the film industry, brand cooperation continues to evolve. Tihanyi says: "One thing that will likely not change is people's desire to be entertained. They can see through contrived brand integrations, meaning that good content, and thus good entertainment, will always come first."

Partnership II – Young film makers

Chevrolet is also committed to supporting new talent through its involvement with MOFILM, the pre-eminent crowdsourcing site for video. Since 2009, Chevrolet and MOFILM have partnered in Europe, India and the U.S., including on the following competitions:

  • MOFILM Barcelona – The 2011 contest challenged young film makers to create short films capturing the passion and practicality of the Chevrolet Volt electric car. The grand prize winner, William Kirkley of California, received a monetary prize and a commission to film a documentary about SOS Children's Villages and their partnership with Chevrolet.
  • MOFILM London – The 2012 contest, currently under jury deliberations, called on young artists to capture the minute before kickoff of a Manchester United football (soccer) game. With Chevrolet's global sponsorship of the world's most recognized team, the film aims to capture the emotion, rituals and last-minute traditions from around the world.

The winning entries of other Chevrolet-sponsored projects have gone on to air during the extremely high-profile Super Bowl broadcast. The most recent example is the winning entry "Chevy Happy Grad" from the Chevrolet Route 66 MOFILM contest, created by Zach Borst of Long Island, New York.

Chevrolet continues to be impressed by the creativity young film makers bring to the brand – and proud of its role in encouraging new talent. As MOFILM Barcelona winner Kirkley affirms: "Just a few years ago the process of building up your reel as a director was like some kind of secret… It is revolutionary how MOFILM has lifted the veil for us to practice our craft, and our work can be seen by a big brand like Chevrolet."

Partnerships celebrated

On October 19, 2012, Chevrolet is hosting an exclusive Hollywood event to showcase its history and future with film and television. The invitation-only event will convene big and up-and-coming names in film making for an evening of insight into the industry – and Chevrolet's unique place within it. The festivities will be held at the legendary Paramount Studios and feature a thought-provoking panel discussion on film making today with acclaimed producers, directors and actors.

About Chevrolet

Chevrolet is General Motors' largest global brand with annual sales of more than four million vehicles in more than 140 countries. It is the fourth biggest global car brand in terms of sales and also one of the fastest growing brands in the world. Chevrolet cars combine bold design, performance, innovation and practicality. They provide outstanding value for money. Established in the U.S. by Swiss émigré Louis Chevrolet in 1911, the brand celebrated its centenary in 2011. The brand was re-launched in Europe in 2005. It is represented with a total of 2,500 sales and service outlets in Western and Central Europe. The European Chevrolet line-up includes the Spark city car, the small Aveo sedan and hatchback, the compact Cruze sedan and hatchback, the Orlando family van, the Captiva SUV, the legendary Camaro and Corvette sports cars and the extended-range Volt electric car. In 2012, Chevrolet is launching the Cruze station wagon and the Malibu mid-size sedan. More information on Chevrolet can be found at or media.chevroleteurope.com.

Contacts:

Vijay IyerDr. Karin Kirchner

Chevrolet EuropeChevrolet Europe

Phone +41 44 828 2980Phone +41 44 828 2518

Mobile +41 79 201 5752Mobile +41 79 605 2557

Chevrolet Europe GmbH
Stelzenstrasse 4
8152 Glattpark
Switzerland / Phone+41 44 828 29 00
Fax+41 44 828 29 99 / media.chevroleteurope.com