LOS ANGELES -- Can the Batmobile be far behind?
Warner Bros. and General Motors Corp., a pair of venerable American business icons, staged a corporate love-in Thursday to launch a four-year marketing alliance. The first product of their union: a minivan bearing Bugs Bunny and WB logos."What this says is that GM and Warner Bros. have an assured date for the prom," said Michael Schau, editor of the Entertainment Marketing Newsletter. "You want that ready-made friendship because it's really about GM being able to use whatever's going on at Warner."
The van, with a $29,575 price tag, is by far the most expensive studio tie-in product ever let loose on the mass market, Schau noted.
At a news conference on the Warner lot attended by Time Warner chief Gerald Levin and new studio chief Barry Meyer, GM announced it will build 20,000 Chevy Venture Warner Bros. vans -- 20 percent of the van's production run -- during the next year as a first element of the partnership, which gives it "first look" at promotions for all studio operations.
"This takes creative marketing to another level," said Dan Romanelli, the studio's consumer products chief. "The possibilities are limitless."
GM, which has previously worked with Warner on product placement in movies, would not give specifics on the 15 other partnerships it has formed with the studio. But Phil Guarascio, vice president for advertising and corporate marketing, hinted the automaker is working on more Warner-themed vehicles.
"We're not borrowing assets," Guarascio said. "We're trying to integrate customers where we have the same customer, so it feels natural, not forced. We're putting money on the table because we want Warner to know we're serious."
Executives would not comment on how much money GM has committed, although reports have emerged of a $30 million "floor" for royalty payments.
The minivan, produced at GM's Doraville, Ga., plant, will hit showrooms next month. The vehicle is aimed at mid-upscale parents with young children and includes features such as a console-mounted, flip-down screen for passengers in the back to watch videos or play games, with the VCR controlled from the front seat.
It includes a built-in child-safety seat and a sound system that allows passengers to listen to three different audio sources. "We've got the ultimate family road trip machine," proclaimed Dan Keller, brand manager for Venture.
Buyers will become part of "VentureTainment," which includes free videos and compact discs, discounts at Warner Studio stores, early access to Six Flags parks and passes to movie sneak previews.
Executives refused to comment on reports GM had first approached Warner's rival and neighbor, The Walt Disney Co., about a similar alliance. Other significant Hollywood partnerships include Universal's deals with Dodge and Coca-Cola and Disney alliances with McDonald's.