• by Laurie Sullivan  @lauriesullivan, July 11, 2008

Eastman Kodak wants to connect with action/adventure movie fans, so the more than 100-year-old company has partnered with Universal Pictures to promote the studio's latest movie at the NASCAR Sprint Cup Series race at Chicagoland Speedway.

The Kodak-branded No. 12 Dodge that runs the track this Saturday will feature images from The Mummy: Tomb of the Dragon Emperor. The deal made possible by Kodak's long-standing partnership with Penske Racing and NASCAR driver Ryan Newman. Kodak has been a sponsor of NASCAR for 23 years and the primary sponsor of Newman's No. 12 Dodge in six NASCAR Sprint Cup Series races this year.

The marketing promotion targets NASCAR fans, about 60% male, 40% female, family orientated, who earn more than $50,000 annually, according to Tom Page, manager of motorsports marketing for Kodak. "We typically focus on placing the Kodak brand in action adventure movies or help studios promote movies on our racecar," he says. "We are after the action/adventure theme."

In 2003, Kodak placed the brand in the NASCAR 3D: The IMAX Experience, followed by Herbie Fully Loaded in 2006, and Talladega Nights in 2006.

Newman, the Daytona 500 winner, and pit crew will wear gear branded with Kodak-The Mummy: Tomb of the Dragon Emperor images. Kodak-The Mummy: Tomb of the Dragon Emperor advertising will appear on trackside billboards. The movie's trailer will run on SprintVision inside Chicagoland Speedway during weekend race.

Consumers also will find ads in print and online, as well as the Kodak Times Square Gallery in Manhattan. Mummy-themed die-cast cars, T-shirts and hats start selling the weekend of the race. Universal Orlando and Universal Studios Hollywood theme parks will showcase the co-branded Kodak-Mummy show car on display throughout July.

Many of the marketing tools have been provided by Kodak to Universal free of charge, or at a reduced cost, as part of the relationship between the two companies.

On average, major studios spent $32.17 million in 2007 to promote each major theatrical release, says Marty Shindler, citing stats from the Motion Picture of America Association (MPAA). The Shindler Perspective CEO and industry consultant says the numbers probably don't "include investments from partnering companies like Kodak, Burger King or McDonald's."

Written and directed by Stephen Sommers, The Mummy released in 1999, followed by The Mummy Returns in 2001 grossed a combined $848 million at the box office worldwide.

"Excellent" numbers, Shindler says. "Add revenue from DVD, TV network and pay and syndication and it is very good for the bottom line, subject, of course, to the profit participations."

Brendan Fraser, who plays explorer Rick O'Connell in the films, plans to attend the NASCAR race and serve as Grand Marshal, giving the command "Gentlemen, Start Your Engines."