Chrysler's SRT Brand Will Promote Ron Howard's Rush | Edmunds

Chrysler's SRT Brand Will Promote Ron Howard's Rush

Just the Facts:
  • Chrysler Group has announced that its SRT brand will help promote Ron Howard's new film Rush, scheduled for release September 27.
  • SRT will promote the movie at race events, through social media, and on its own Web site.
  • Earlier this year, SRT and Dodge helped promote another auto-themed film, Fast & Furious 6.

AUBURN HILLS, Michigan — Chrysler Group announced on Wednesday that its SRT (Street and Racing Technology) brand is partnering with Universal Pictures to promote Rush, Ron Howard's much-anticipated film about the 1976 Formula 1 racing season.

Chrysler's high-performance brand, which has cooked up such tasty morsels as the SRT Viper, will promote the movie at racing events, through social media channels and on its own Web site, where fans can see movie stills and keep up with the latest news.

In addition, SRT has added special graphics to its Rush SRT Viper GTS-R racecar, which competes in the American Le Mans Series (ALMS). In its first appearance, on August 11, the Rush Viper rolled to victory in the GT Class at Road America, scoring the first win for a Viper in ALMS racing since 2000.

"SRT owners and fans are genuine auto and racing enthusiasts," said Beth Paretta, director of SRT Brand and Motorsports Marketing and Operations in a statement. "Every aspect of performance vehicles and motorsports is part of their DNA, and they'll love the action and adrenaline of Rush, the story of one of the greatest rivalries in Formula 1 racing history."

That epic rivalry, between James Hunt and Nikki Lauda for the 1976 Formula 1 championship — one of the most dramatic battles in the sport's history — forms the central core of Rush.

Scheduled for release nationwide on September 27, the film was shot in Great Britain, Austria and Germany, using many vintage racecars and locations that included famous racing circuits like Cadwell Park, Brands Hatch and the Nurburgring.

This is not the SRT brand's first brush with Hollywood. Earlier this year SRT and Dodge partnered with Universal to help promote Fast & Furious 6, the latest in a series closely linked with Dodge since the first Fast & Furious, in which the hero drove a hot-rodded 1970 Charger R/T.

The promotions for the 2013 installment included a variety of special events, games, TV commercials, social media and merchandise that both plugged the movie and gave exposure to the Chrysler brands. Fans also had the chance to win a 2013 Dodge Dart, as well as the hero's 2012 Dodge Charger SRT8 from the movie.

No word yet from Chrysler on similar car giveaways tied to the Rush promotion.

Edmunds says: The hype surrounding Rush is already at fever pitch, and the SRT promotion is sure to amp it up even further.

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