iron Man Drives an Audi

By: Anthony Fontanelle

Seldom do we see superheroes riding the car of mere mortals. But Marvel Studios and Paramount Pictures went out of the box to offer movie fanatics a taste of the extraordinary. The tie-up will deliver the big screen adaptation of 'Iron Man,' who could be seen riding in an Audi R8 supercar.

The movie is now in production under the helm of Jon Favreau and stars Robert Downey Jr., reported Variety. Deal calls for the R8 supercar to be the vehicle, of choice, for billionaire industrialist Anthony Edward "Tony" Stark when he is not wearing his high-tech suit of armor as the title character.

The forthcoming S5 sports coupe is also driven by a lead character in the Iron Man movie. Additionally, Audi's A6 sedan and Q7 SUV will make onscreen appearances. As part of its involvement, the automaker will likely pony up tens of millions of dollars to help tout the movie worldwide upon its release, set for May 2, Variety continued.

Iron Man is a fictional superhero in the Marvel Comics universe. In April last year, Marvel announced that it is producing the Iron Man movie with director Favreau and a script by Arthur Marcum and Matt Holloway. On July 22, 2006 at the San Diego Comic-Con, Favreau confirmed that the villain for the upcoming film would be the Mandarin. "The suit will be more like a weapons platform than a flying suit - more of a War Machine-feel to it," he said.

Audi's involvement and ad coin could also go a long way toward introducing other familiar superheroes like Superman, Spider-Man or Batman. "It's a big deal whether it's a character that millions of people are familiar with or if people are not as familiar with," said Marvel Studios prexy of production Kevin Feige. "There's so much product going out that anything you can do to make your film stand out is important."

Marvel did not have to do much to lure Audi into joining. As a fact, it was the automaker that went to great lengths to make it part of the movie. Other automakers auditioned their fleets, but Audi was destined to grab such exposure.

"The car fit very well with the aesthetic the production designer was putting together," Feige said. The R8 hooked filmmakers in part because elements of the car's design closely resemble Iron Man's superhero garb.

"With his ingenuity and passion for technology, Tony Stark personifies Audi's values," said Dirk Roder, the Audi international film marketing, entertainment and gaming. "He's the kind of guy every girl wants to date and every guy wants to be." The $108,000-worth supercar features engine housing in the rear of the car that glows at night. It resembles Stark's glowing chestplate that keeps him alive. Also, the car's headlights also resemble the eye slits of Iron Man's helmet.

"The R8 was the perfect car for Tony Stark," Favreau said. "It's wonderfully engineered. It's fast, it's safe and it's flashy."

To promote its tie-in, Audi will likely use the movie's technology theme to tout its own engineering superiority in its marketing messaging, rather than promote a single model, in part because only a limited number of R8s are being built. The R8s are equipped with more powerful parts which are far better than the conventional and the like.

Audi would not likely be the sole promotional partner for "Iron Man." Given the movie's emphasis on technology, Marvel's marketing mavens are also searching for other partners such as electronics makers. "This movie is very much about gadgetry and high tech," said LeeAnne Stables, the senior VP of worldwide marketing partnerships for Par.

Top Searches on
Car Parts
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 

» More on Car Parts
 



Share this article :
Click to see more related articles