Automotive Forums

"LOS ANGELES (AdAge.com) -- NBC Universal and Volkswagen have signed a $200 million deal to integrate the automaker's brands into films, DVDs, TV shows and theme parks over the next three to five years. 

VW takes the place of Toyota, which ended a similar three-year promotional partnership with NBC Universal last year, and Dodge before that.

Hollywood studio office
VW will open an office on the Universal Studios lot to work with writers and filmmakers on ways to integrate its cars -- such as the Golf, Jetta, Passat and Touareg -- into projects when developing scripts, and have a representative on-set during productions.

The marketing alliance is the first corporate partnership for NBC Universal since General Electric *** NBC division acquired Vivendi Universal in 2003. It was brokered by Universal Studios Partnerships group, a division created last June to pursue corporate partnerships across all of NBC Universal's stable of properties.

As part of the arrangement, VW will get to choose which films from Universal Pictures it wants its cars to appear in, and will co-promote the project worldwide. The automaker will also have a presence at film premieres. Should VW pass on a film opportunity, Universal Pictures has the option to seek out a different car partner. The deal also encompasses promotional opportunities for DVD releases."

I don't see why they bother.  VW already leads the middle-class pack in terms of image, doesn't it?  Maybe working on their chick's car reputation would help.  Methinks price is the main problem.

This almost reminds me of one guy's theory: VW sales didn't shoot up after their 2002 warranty boost (at least, not proportional to Hyundai's sales boost) because no one buys VWs for quality anyway.  VWs are bought for image.
 

I defintely think so.  Marketing in movies and tv has always been at least in my opinion a great way to keep the car in the consumer's mind.  The car is sort of like a character in the movie or tv show sometimes.  Who could forget KIT from knight rider.  I still remember the aston martin from that recent bond movie, and the rx-8 from xmen.  I think it will deftinetly prove to be a good investment by Vdub.  

I dunno, can you honestly say the words "cool looking Volkswagen" without smirking just a little? The cars are styled bland and are definitely not movie worthy. I'll concede that a few select models are fast, like the no longer produced W8 Passat models, but I could strap a rocket onto a Yugo and it wouldn't improve it's aesthetic appeal. I certainly hope people don't get influenced by this recent movie ad placing, or we could be witnessing the beginning of the end of taste.