Chevrolet today announced the first ever partnership with Lionsgate and the Latin film production company Panamax Films on the release of the motion picture “Ladrón que Roba a Ladrón,” released on August 31, 2007 by Lionsgate Films.
“Ladrón que Roba a Ladrón” is a heist movie in the classic Hollywood tradition and is the largest release of a Spanish language film in the U. S. aimed at a Latino audience. The star-studded cast is comprised of some of the biggest telenovela stars from major Latin American markets and Univision/Telemundo networks, including Fernando Colunga, Miguel Varoni, Ivonne Montero and Saul Lisazo. The film also stars Chevy’s hottest rides, the Corvette and Tahoe, which leave their mark in the movie as they are paired up with today’s most popular Latino stars.
“Our partnership with “Ladrón que Roba a Ladrón” provides us with a unique opportunity to connect with Hispanic consumers,” said Ed Peper, General Manager of Chevrolet. “Through this collaboration, along with the first of its kind promotion around the film, we will continue to make ‘our mark’ on the Hispanic community”
This collaboration ties into Chevrolet’s commitment to the Hispanic market, specifically the brand’s positioning of “Nuestra Marca” (Our Mark). “Nuestra Marca” focuses on the duality of the word “Marca” which in Spanish means “Mark,” as in “the mark one leaves behind; the mark that distinguishes a person.” The word also means “Brand” in Spanish.
“General Motors is dedicated to the Hispanic market, and we are excited to be the first car company to collaborate with a Hispanic production company, Panamax Films” said Dino Bernacchi, Director of Marketing Alliances and Branded Entertainment for General Motors. “GM’s goal is to partner with the creative community to create lasting, emotional connections with our consumers through entertainment. Partnering with a uniquely positioned company like Panamax reflects on our interests to diversify our opportunities.”
I am extremely proud of “Ladrón que Roba a Ladrón” as it is not only a great film, but will reach the Hispanic community like no film has before” said Jim McNamara Chairman of Panamax Films. “It is an honor to have the support of General Motors and Chevrolet on this film, as they have helped create an unparalleled marketing opportunity that enables us to connect even further with our audience.”
“Partnering with an automotive company the caliber of General Motors gives us the ability together to make “Ladrón que Roba a Ladrón” a summer movie event in the Hispanic community. ” said Tom Ortenberg, Lionsgate, President of Theatrical Films. “Ladrón que Roba a Ladrón” continues our long term commitment to Spanish language films.”
In addition to the on-screen vehicle participation, Chevy will conduct a national consumer sweepstakes through telemundo.yahoo.com titled “Leave your MARK on the next Panamax Film.” The grand prize winner will receive the opportunity to participate as an extra at the taping of an upcoming Panamax Films motion picture.
Chevrolet’s unique multi-platform promotion for the film includes over an hour of Chevy centric film content and promotional spots across the Telemundo Network.
The William Morris Agency’s Miami Beach and Consulting Division brokered this partnership on behalf of its client General Motors.
