• by Karl Greenberg , May 9, 2007

Dodge is launching a cross-promotional ad push linking the Dodge Charger to the forthcoming 20th Century Fox feature film "The Fantastic Four: Rise of the Silver Surfer," set to premiere this summer.

The Fantastic Four's Dodge--actually a futuristic flying version of a Dodge, called the Fantasticar--hits the peg at 550 mph and 30,000 feet and can separate into three flying sections.

The vehicle wears a Dodge badge, and its grill bears the emblematic Dodge crosshair design and ram's-head logo, which also appears on the seat headrests. The vehicle will also appear well before the movie in in-cinema ads the Chrysler Group division will start running nationwide on Saturday. Dodge also gets its Dodge Ram Mega Cab pickup and Durango SUV in the movie.

The deal includes a licensing agreement in which Hasbro will make a Dodge Fantasticar. The car will also appear in the "Fantastic Four: Rise of the Silver Surfer" video game, and in-theater and national television promotions. Los Angeles-based BrandSense Marketing handles licensing for the Dodge brand.

"The Dodge brand is always looking forward to new bold design directions, so it is inspiring to see the Fantasticar with the Dodge brand's signature crosshair grille and Ram's head logo in a completely futuristic vehicle," said Mark Spencer, senior manager of Dodge Brand Communications, Chrysler Group. "We hope people around the world have as much fun watching the Fantasticar as Dodge Marketing is having promoting the out-of-this-world vehicle."

The promotional relationship between 20th Century Fox and Dodge extends to NASCAR. The No. 19 "Fantasticar" Dodge Charger driven by Elliott Sadler will debut at the Nextel Cup Series' Coca-Cola 600 at Lowe's Motor Speedway this month. The car's paint scheme will feature the Silver Surfer riding across the hood, and sheets of fire across the hood, and the Fantastic Four logo.

The deal was overseen by Michael Curmi, senior manager of entertainment marketing at Chrysler Group.

Bob Hadler, who runs Chrysler's studio product placement program in Hollywood and who was involved with putting the real Dodge vehicles in the movie, says Chrysler was involved in script development early on so that Dodge's presences vis à vis the Fantasticar was organic. "They most definitely got involved early on--they've been looking for a film to align themselves with--something different and unique but with a following.

Hadler says Chrysler also has product in the Nicolas Cage vehicle, "Next"--he drives a Charger in one of the opening scenes. Chrysler Group will also have vehicles in the sequel to "Bruce Almighty," "Evan Almighty," starring Steve Carell.