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General Motors partners with TRANSFORMERS

August 17, 2007 6:16:17 PM IST
Bollywood Trade News Network
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TRANSFORMERSGeneral Motors India today announced a series of marketing initiatives centered on the Indian premiere of the exciting new sci-fi movie TRANSFORMERS. The Hollywood blockbuster, which is co-produced by Paramount Pictures and Dreamworks and directed by the renowned Michael Bay, arrives in theatres nationwide on August 17.

This movie features several vehicles from General Motors - the Chevrolet Silverado, Chevrolet Cobalt, Buick Lucerne, Pontiac G6 and GMC Yukon - which are also the main characters. It is being released in English, Hindi, Tamil and Telegu in metros and mini-metros across India. The movie is expected to continue its success story begun in the United States, where it took in record first-week box office receipts of $155.8 million.

GM India Vice President Marketing Ankush Arora said, "Our collaboration represents the perfect merging of synergies between GM, Dreamworks and Paramount Pictures. The GM vehicles in the movie are a natural fit with the storyline due to their robust features, styling and design. This is enabling us to reach out to movie buffs worldwide while subtly highlighting the attributes of GM products."

The movie is based on the 1980s cartoon television series of the same name that was very popular among children. Its director, Michael Bay, who had earlier worked on a number of GM commercials, said, "The tie-up of Paramount, Dreamworks and General Motors is legendary and had generated a couple of blockbusters in the past. GM was the obvious choice for this project as GM vehicles have beautiful lines and a classic, timeless look. No other cars can even come close."

"Earlier this year, GM India’s association with the Bollywood movie TA RA RUM PUM generated a lot of buzz and provided good exposure to Chevrolet. It helped reinforce our flagship brand’s values of performance, substance and style, which were totally in sync with the theme of the movie," added Ms Motwani. TA RA RUM PUM stars Rani Mukherji and Saif Ali Khan, who are also Chevrolet brand ambassadors in India.


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