Transformers 2 races in NASCAR Banking 500

PHYSICAL: Paramount sponsors two cars driven by Ryan Newman, Jeff Gordon

By Susanne Ault -- Video Business, 10/13/2009

OCT. 13 | PHYSICAL: Paramount Home Entertainment will sponsor two NASCAR cars, featuring dueling images of Optimus Prime and Megatron, in support of the Oct. 20 DVD and Blu-ray Disc launch of Transformers: Revenge of the Fallen.

The cars will participate in the ‘NASCAR Banking 500 only from Bank of America Race,’ at the Lowe’s Motor Speedway in Charlotte, N.C., on Oct. 17. Paramount, in partnership with ESPN, touts its involvement as the first time a film property has been represented in this race.

Last year’s Daytona 500 winner Ryan Newman will drive the car featuring Transformers good guy Optimus Prime. NASCAR star Jeff Gordon will take the helm of the car stamped with images of the evil Megatron.

Transformers director Michael Bay will serve as the official pace car driver for the event, which airs on ABC at 7 p.m. ET.

Fans can get in on the action by voting for which car they think will win at ESPN.com. People also can enter a contest for a chance to win a trip for two to meet Newman and Gordon at The Championship at Homestead-Miami Speedway on Nov. 22. Winners also will score copies of Transformers: Revenge of the Fallen DVD, signed by star Megan Fox.

ESPN will promote the film through ads across its networks, mobile platforms and publication ESPN The Magazine. Spots also will be integrated into NASCAR Countdown TV programming running up to the Oct. 17 race.

Paramount is gunning its engines for the title to honor the movie's dominating status as the year’s highest-earning theatrical film, with $830 million in worldwide grosses.

Last year, the studio’s Indiana Jones and the Kingdom of the Crystal Skull was hyped with an ‘Indy’ race car, sponsored by Blockbuster and Lucasfilms. The car participated in the 2008 Indianapolis 500.