Blockbuster on track with Indy car
Retailer also will offer exclusive Indiana Jones merchandise
By Susanne Ault -- Video Business, 5/2/2008
MAY 2 | Blockbuster and Lucasfilm are co-sponsoring an Indiana Jones race car, as part of an exclusive chain promotion fueling the franchise’s next May 22 theatrical installment.
Racer Marco Andretti will drive the Indiana Jones race car at the Indianapolis 500.
Star racer Marco Andretti will drive the Indy car at the Indianapolis 500 on May 25, following a 10-city tour of the car through this month at Blockbuster outlets. The car will be unveiled today at a Los Angeles Blockbuster, with Andretti in attendance.
Dubbed “#26 Team Indiana Jones Presented by Blockbuster,” the car will kick off its tour at a chain outlet in Las Vegas on May 4.
Other stops include Phoenix on May 6; Denver, May 9; Dallas, May 11; Chicago, May 14; Detroit, May 15; Philadelphia, May 17; New York, May 18; and Indianapolis, May 21. The chain’s Web site www.blockbuster.com has information on exact times and locations.
At Blockbuster outlets nationwide this month, customers can purchase exclusive merchandise tagged with the slogan “Indiana Jones at the Indianapolis 500.”
“Team Indiana Jones” marks Blockbuster’s first foray into the motorsports industry, and the chain intends to stay aligned with Andretti to continue to hype both theatrical and rental films.
Although the next film, Lucasfilm-produced Indiana Jones and the Kingdom of the Crystal Skull, premieres in theaters, there are plenty of DVD opportunities themed around the franchise. The film’s DVD distributor, Paramount Home Entertainment, is streeting five disc configurations tied to the latest feature in April and May.
“Blockbuster is excited to have this unique platform to promote movies, both theatrical releases and DVDs,” said David Podeschi, senior VP at Blockbuster. “Racing is a great way for us to get our brand in front of thousands of loyal fans who love to be entertained either by the thrill of the race or by the silver screen. Plus, this agreement gives us another way to give our content providers increased visibility for their product, be it film or games.”
Andretti added, “The Indy 500 is the biggest, most exciting race in the world, so it’s the perfect place for Blockbuster and Lucasfilm to celebrate the world’s favorite action hero in his new film.”
