Toyota inks deal with T3

Unlike prior deals, which only involved product placement, Steven Sturm, VP-marketing of the Toyota Division, said "this is the first movie we are doing in a major way," including product placement and 'significant' but undisclosed media support for the film. Marketing executives estimate Toyota could spend $10 million to $15 million in advertising around the movie, comparable to what Ford Motor Co. is estimated to have spent for its global linkup with MGM Distribution Co.'s James Bond film "Die Another Day."

Arnold Schwarzenegger reprises his starring role in 'Terminator 3.' He drives a Toyota Tundra full-size pickup in the film and is chased by a Lexus SC 430 hardtop convertible coupe driven by a female villain. Toyota handles its movie partnerships in-house.


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Last modified: Feb 04 2008