Porsche is the latest automaker to join forces with a Hollywood moviemaker to boost its brand exposure.
The German sports carmaker plans a major marketing effort tied in with the upcoming movie Cellular starring Oscar winner Kim Basinger.
Porsche's 911 Cabriolet Turbo and its Cayenne SUV feature prominently in Cellular, a kidnapping drama. Both cars are pivotal to the plot.
The movie's director, David Ellis, tweaked the script to include some Cayenne features after he drove the SUV for a week before production began.
Porsche's cooperation with Cellular producers New Line Cinema is the first time the automaker has teamed up with Hollywood for a joint marketing effort.
New Line is delighted that Porsche agreed to cooperate with the movie.
"Porsche gives us access to a slightly older, more monied demographic that we wouldn't be marketing directly to," said Lance Still, New Line's senior vice president in charge of national promotions.
"And we'll get additional media exposure because of their involvement."
Cars on film
Porsche is driving along the same road as other automakers with the movie tie-in.
Audi built a custom car for Fox's summer hit movie I, Robot and launched a multimedia ad campaign linked to the futuristic thriller.
Jaguar recently linked with Warner Bros. for the movie Catwoman for product placement and movie-themed ads.
Porsche is still discussing what kinds of marketing events it will stage in European markets to coincide with the release of Cellular.
A Porsche spokesman said discussions are still at an early stage because Cellular's European release is in November, about two months after the film's premiere in the US.
The spokesman added that marketing activities will be decided individually in each European market.
In the US, Porsche plans dealership promotions, e-mail marketing and movie-themed content in its 200,000-circulation publications that go to Porsche club members and owners to make the most of its star billing.