The Sony Pictures Entertainment and Marvel Studios movie Spider-Man: Far from Home is the latest comic book adaptation to feature German automaker Audi prominently. Set for an international release on July 4th of 2019, the latest Spiderman movie starring Tom Holland features the Audi E-Tron GT Concept which was last seen on screen in Avengers:Endgame.
View this post on InstagramYour getaway house’s getaway car. #etronGT #concept
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In Avengers:Endgame, some electric vehicle enthusiasts took offense to the studio’s decision to include unrealistic internal combustion engine sounds to a car which runs almost silently. While the Audi E-Tron GT Concept was the only car from that automaker featured in the latest Avengers movie, Spider-Man: Far from Home includes an entire fleet of the Ingolstadt based car company’s vehicles.
Audi was proud to announce that its vehicles were again featured prominently in the Marvel Studios movie universe:
“Audi vehicle placement in “Spider-Man: Far From Home” includes the all-electric Audi e-tron and the all-new Audi A7 and Audi Q8. Audi vehicles will also make an appearance at the “Spider-Man: Far From Home” Hollywood premiere this summer.”
View this post on InstagramThis parking spot designated for the future of electric. #etronGT #concept
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Audi and Marvel: Longstanding Collaboration
“It is a win-win-situation,” said Kai Mensing, Audi’s Product Placement International Division to Forbes in an interview from earlier this year.
“The Audi and Marvel partnership has been long standing. Since the first Iron Man movie released in 2008, Audi has appeared in many additional movies.
Audi and Marvel Studios have collaborated since the beginning of Marvel Cinematic Universe more than ten years ago. Tony Stark aka Iron Man drove an Audi R8 Coupé (2008), followed by Iron Man 2 (2010) with an Audi R8 Spyder, Iron Man 3 (2013) with an Audi R8 e-tron, Avengers: Age of Ultron’(2015) with an Audi R8 Coupé, Captain America: Civil War (2016) with an Audi R8 Coupé; Spider-Man: Homecoming (2017) with an Audi R8 Spyder V10 and for Avengers Endgame he traded his Audi R8 in for the all-electric Audi e-tron GT concept.”
Sven Schuwirth, Head of Brand Audi, Digital Business and Customer Experience at Audi, explained:
“Teaming up with Sony Studios gives us an ideal opportunity to stage Audi´s electric offensive in a spectacular environment and to customize this important technology for a highly engaged audience. Therefore product placement plays a significant role in our new brand strategy.“
Mensing outlined why the strategic partnership with Marvel has been so instrumental in driving international brand awareness:
“Normally the lead time for the integration of cars in a movie and the related promotional campaign is about 1-2 years. Usually, the starting point is the movie script and its possibilities to integrate our brand and models. Following this, we start brainstorming with the studio about how we could build upon the product placement in a clever, global campaign.
An actual example: The Audi short video ‘The Debriefing’ is not a traditional TV ad, but it is an exclusive content piece for activation within in the scope of the Marvel Cinematic Universe. This side-story clip was created in close cooperation with Marvel Studios and bridges the themes of Avengers: Endgame and Captain Marvel. On global social media channels the video has already more than 100 million views. The video follows Brie Larson as Captain Marvel and her re-introduction to society after years away from earth. The video also features the all-electric Audi e-tron. In the past one Audi clip became even part of the bonus material of the films DVD.”
The Audi E-Tron in “Science Fair”
Audi did not stop with just placing its vehicles in the new Spider-Man movie. They also produced an additional digital short movie called “Science Fair” starring Peter Parker, as played by Tom Holland, with his best friend Ned, as portrayed by Jacob Batalon, along with the Audi e-tron GT concept,
Spider-Man: Far from Home is Out Now
Spider-Man: Far from Home is the sequel to the 2017 movie Spider-Man: Homecoming. Directed by Jon Watts, the film is the twenty-third movie in the Marvel Cinematic Universe.
The movie stars Tom Holland as Peter Parker and Spider-Man, alongside Samuel L. Jackson, Zendaya, Cobie Smulders, Jon Favreau, J. B. Smoove, Jacob Batalon, Martin Starr, Marisa Tomei, and Jake Gyllenhaal.
In Spider-Man: Far From Home, Spider-Man recruited by fellow super heroes Nick Fury and Mysterio to face inter-dimensional threats while on a school trip in Europe.
Source: Forbes