Toyota Division's first major movie partnership is with next summer's Terminator 3: The Rise of the Machines.
"This is the first movie we are doing in a major way," including product placement and significant media support for the film, said former marketing chief Steve Sturm, who was named general manager of logistic services for Toyota Motor Sales U.S.A. Inc. in December.
Marketing executives estimate that Toyota could spend $10 million to $15 million in advertising connected with the movie.
That figure is comparable to the amount Ford Motor Co. will spend for its global link with the current James Bond film, Die Another Day.
Toyota's sibling division, Lexus, did a smaller marketing deal with Minority Report last year.
In Terminator 3, Arnold Schwarz-enegger will drive a Toyota Tundra pickup and will be chased by a Lexus SC 430 driven by a female villain.
Advertising Age is a sister publication of Automotive News.
