'Indiana Jones,' Blockbuster, Andretti Start Their Engines

indiana jones race car It's not a promotional stretch to say that the focus this month turns to all things Indy. Marketing efforts for the movie "Indiana Jones and the Kingdom of the Crystal Skull," which opens in theaters May 22, kicked off Friday evening in Los Angeles.

Blockbuster, Lucasfilm, and IndyCar driver Marco Andretti began a 10- city tour to promote what some say will become this summer's blockbuster hit. The tour showcases the #26 car that the 21-year-old Andretti will drive later this month in the Indy 500, which dates back to 1911.

The sponsorship and car tour are part of a Blockbuster program that not only brings Indiana Jones to the Indianapolis 500, but also brings the character into Blockbuster stores nationwide through an exclusive in-store merchandising deal. Blockbuster stores will sell Indiana Jones-"inspired" merchandise, including a fedora, DVD collector case, baseball cap with promotional logo, T-shirts, and die-cast car.

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As a full-season Andretti Green Racing sponsor, Blockbuster's name shows prominently on the Indiana Jones car that Andretti plans to drive in the Indy 500 race, according to Doug Bresnahan, director of sales and marketing for the race team at Andretti Green Racing, Indianapolis, Ind. "We're in discussions with Lucasfilm and Blockbuster on whether the promotion will carry into June during the Milwaukee and Texas races," he says. "We don't have a final decision on whether it goes beyond Milwaukee."

On Tuesday, Andretti Green Racing unveils the fire suit Andretti will wear when driving. The clothing, along with pit equipment, will carry the "Indiana Jones" theme. The race is scheduled to air May 25 on ABC.

Aside from in-store promotions and merchandise, banner ads will begin running on blockbuster.com Tuesday. While there are no plans for the retail store to market the movie on other sites or billboards or in print publications, on-air personalities at radio stations across the country are expected to follow the car's entrance into Indianapolis for devoted fans. "We encourage folks to bring their camera and take pictures with the car," says Tami Cannizzaro, Blockbuster spokeswoman.

It's not the first time Blockbuster supported a theatrical release. The retail chain ran local and national in-store promotions for "Happy Feet." The strategy makes sense because it builds momentum before the DVD gets to stores, and it markets previously released sequels.

A longstanding relationship with Andretti Green Racing developed by Blockbuster CEO James W. Keyes when he was president/CEO at 7-Eleven helped pull together the sponsorship quickly. 7-Eleven supported driver Tony Kanaan's "Incredible Hulk"-themed car painted white, purple and green several years ago.

"Indiana Jones and the Kingdom of the Crystal Skull," a Paramount Pictures release of a Lucasfilm Ltd. production, stars Harrison Ford, Cate Blanchett, Karen Allen, John Hurt, Ray Winstone, Jim Broadbent and Shia LaBeouf. It is directed by Steven Spielberg, from a screenplay by David Koepp, based on a story by executive producer George Lucas and Jeff Nathanson.

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