Brands from GoPro to Turtle Wax Rev Up for 'Furious 7'
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Brands are using the new “Fast and the Furious” film as a vehicle for their messaging.
Set to release this Friday, the film is expected to be one of the year’s biggest box office draws. The franchise has grossed over $2 billion globally, and the previous installment, “Furious 6,” cleared $789 million worldwide according to researcher Box Office Mojo. The death of Furious star Paul Walker is slated to draw more viewers to the film, as premature deaths during filming often do.
Dodge, GoPro and Xbox One are some of Furious 7’s partners. Fiat Chrysler Automobiles supplied almost 30 vehicles for the film, including a 2015 Dodge Charger 2015, a Dodge Challenger R/T and an armored 2015 Jeep Wrangler Unlimited. Sponsor Etihad Airways, based in Abu Dhabi, where the film is set, debuted a Boeing 777 decked out with the Fast and the Furious logo March 18.
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